Mindful drinking is reshaping guest expectations – is the hospitality sector ready?

It’s clear that we have found ourselves in a new era of health and wellness. As this shift becomes a new way of life for a significant proportion of restaurant and hotel goers alike, it marks a defining moment for the hospitality industry.

We regularly talk about the impact of changing lifestyles on the future of healthy food…but what about drinks? Today’s consumers are no longer looking for refreshment which simply tastes good, they’re also prioritising beverages that support their wellbeing.

We know the impact this is having on consumers with over one third already saying their demand for non-alcoholic alternatives has grown in the past year.

At the forefront of this evolution is a greater awareness of the importance of hydration. Our latest research finds that not only is water the number one choice of drink for consumers when they are out and about, but more than half say they would turn to bottled water over a traditional soft drink. It’s not just about staying refreshed – people are drawn to premium bottled water for its clean and natural taste, unique mineral composition and premium packaging.

Yet, despite this growing demand, many feel the industry hasn’t kept pace. Around a third of consumers say they feel underwhelmed by a lack of appealing non-alcoholic options across hotels, pubs, bars and restaurants. This signals a clear opportunity for hospitality providers to rethink their beverage offerings and make hydration a more central part of the guest experience.

Hospitality redefined

With alcohol consumption in general decline, particularly amongst younger age groups, the definition of hospitality is evolving. A third of people now opt for non-alcoholic options when away from home to focus on their health goals and, 58% believe premium water is now an essential part of the hospitality experience. This reflects the rise in a more mindful approach to drinking – with consumers looking to derive the same level of enjoyment and relaxation from social occasions without compromising on their wellbeing, or on taste.

Hotels must meet the moment with mindful choices

As wellness becomes a daily habit, guests expect the same consideration when they travel. For hotels aiming to deliver a truly elevated, home-away-from-home experience, this means rethinking how non-alcoholic options are offered throughout guests’ stay – not just at the bar.

Despite this, 45% feel that hotels are falling short in offering a variety non-alcoholic options via room service or mini bars. With over half agreeing that premium non-alcoholic drinks should be available in-room, offering a curated selection of beverage options – from still and sparkling waters to flavoured and functional drinks - is no longer a nice-to-have, but an essential to ensure comfort and inclusivity.

As consumer demands shift, the vast majority of today’s consumers say they value a complimentary bottle of water when staying away from home, because 60% feel wellness focused food and drinks are important. This shows there is a great opportunity for the industry to rethink how it engages with consumers to align with their changing values.

Premium water for a premium experience

Through Harrogate Spring Water we are proud to support the hospitality industry in meeting these evolving consumer expectations. As the leading out-of-home water brand, rooted in 400 years of spa town heritage, we are bringing enjoyable tip-top hydration to guests.

With 34% of consumers expecting to drink more premium still water - and 28% more premium sparkling - in the coming year, the opportunity for hospitality providers to support this journey is clear.

However, quality alone isn’t enough. With guests increasingly expecting the brands they support to reflect their values, sustainability is also now a key consideration for hospitality providers when considering their product offerings. As a certified B Corp and bottled in 100% recyclable plastic, Harrogate Spring Water is uniquely positioned to deliver on both quality and sustainability. 

What’s next?

In today’s fast paced world, certain moments deserve to be refined, elevated and enjoyed. From the hotel room to the bar, and dining table, hydration is no longer a luxury, it’s central to delivering inclusive, elevated and memorable guest experiences.

It’s safe to say there’s an exciting future ahead for premium water. Visit Harrogate Spring Water to find out more about what makes it the perfect partner for today’s wellness-focused lifestyles.