Hotels Revamp Beverage Programs to Meet Evolving Guest Preferences

The hospitality industry is experiencing a shift in beverage preferences among guests, with a growing demand for premium, wellness-focused, and non-alcoholic options.

Coca-Cola's Elicia Hubach, senior director of sales, travel division, strategic partnerships and on-premise, notes that guests are becoming more intentional about what they drink in hotels. They're seeking trusted brands alongside growth in premium, functional, hydration-forward, and non-alcoholic options.

Hotel operators are adapting by tailoring beverage assortments to specific occasions, guest segments, and property tiers. Digital ordering, grab-and-go, premium packages, and menu integration are being used to make beverage choice easier and more relevant throughout the stay.