75% Of Consumers Confident About Visiting Hotels, Says CGA
In late 2021, 59% of consumers said that they felt confident about visiting bars, but the number was much higher in hotels, at 75%, according to CGA's On Premise User Survey (OPUS).
24% of consumers who visit hotels say that they plan to do so more often over the next 12 months than they did in 2019 - a higher number than both bars (19%) and drink-led pubs (21%), and with 92% having a drink when they visit a hotel, there is a huge opportunity for drinks suppliers and operators to capitalise, according to CGA.
CGA said, however, that businesses will have to ensure that their strategies respond to the latest consumer habits and preferences in the channel, and that CGA's OPUS research helps to pinpoint key drivers of sales, including:
- The popularity of weekend breaks. 63% of hotel consumers take these, ahead of numbers staying for holidays (56%) and celebrations (43%).
- Interest in hot drinks. 39% of hotel visitors drink them on visits, ahead of wine (37%), soft drinks (34%), lager (29%) and cocktails (24%).
- The appeal of new drinks. 42% of consumers say that they are more likely to try new brands in hotels than in other venues. They are also more likely to be influenced by price and recommendations from menus and staff.
Statement By CGA's Senior Client Manager
CGA's senior client manager - Ireland, Katie Lawton, stated, "Ireland's young consumers have missed their night-time drinking occasions with friends over lockdowns, and the release of pent-up demand brings some great opportunities in the vodka category. However, drinkers' behaviour and preferences have been subtly changed by the pandemic, and with the cocktail and flavoured segments particularly fast-moving at the moment, understanding the latest market dynamics will be crucial to success."
Information About CGA's OPUS Research And On-Premise Measurement Service
CGA's noted that its OPUS research powers CGA's channel strategy service, which helps suppliers and operators isolate consumers' needs and attitudes in specific on premise channels, and that it reveals which channels are best aligned to particular brands and categories, where to focus resources and how to capture consumers' interest and win spend.
© 2022 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.