Hotel and lodging operators anticipate growth in beer and spirits sales at their bars and restaurants in the near future, according to a latest report titled BarTAB from Technomic.

As per the report, hotels account for 10.1% of total on-premise food and beverage sales.

The hotel and lodging segment generates 7% of on-premise spirits sales, 7.2% of beer and 16% of wine sales, while food and beverage sales in hotel and lodging sector are projected to grow 4.4% in 2014.

Technomic senior director Donna Hood Crecca said that a number of hotel and lodging operations such as Fairmont, Marriott and Kimpton currently offer unique drink menus including signature cocktails along with extensive spirits, wine and beer selections.

"It’s clear some hotels are prioritizing adult beverages as a way to differentiate their properties and drive traffic and sales," Crecca added.

BarTAB claims that 50% of hotel and lodging operators have improved their alcohol beverage programs in 2013, compared to 41% of all other operators.

About 33% of customers aged between 21 and 34 visit hotels or other lodging establishments once a month or more often, compared to 14% of consumers aged 35 and above.

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Overall, 37% of on-premise operators expect spirits sales will rise in 2014, while only 47% of lodging operators were most optimistic.

Technomic vice president and leader of adult beverage practice David Henkes said that hotel operators see opportunity in adult beverages.

"A creative and operationally-sound drink program executed across the various outlets of a hotel property can add both value and enhanced experience elements for guests, as well as high-profit sales, all of which are particularly important in this challenging environment," Henkes added.