Alcohol
EXECUTIVE SUMMARY
Welcome drinks at a hotel, wine with every meal, a local brewery tour—alcohol is part of the fun when exploring a new destination.
For the majority of travelers, the nature of a trip gives them the freedom to indulge. They’re more likely to have a few glasses on beach vacations or romantic getaways.
All data shown is sourced from Tripadvisor’s Brands We Travel With study (2024), unless otherwise stated.
TRAVELER JOURNEY
When are travelers most likely to consider alcohol in their journey?
dreaming 46 index
planning 72 index
booking 62 index
preparing 45 index
transiting 52 index
exploring 323 index
Key Finding
Once travelers arrive at their destination, they’re ready to celebrate with a well-deserved drink or two.
Key Finding
Destinations and trip types drive increased consideration of alcohol.
Key Finding
Out of all age groups, younger travelers lead the pack when it comes to considering alcohol on vacation.
Millennials & Gen-Z travelers are 23% more likely to consider alcohol when traveling.
Top brands that travelers love
01
Jack Daniel's
02
Patron
03
Tito's
04
Crown Royal
05
Grey Goose
01
Smirnoff
02
Gordon's
03
Bacardi
04
Peroni
05
Absolut Vodka
01
Desperados
02
Leffe
03
Heineken
04
Jack Daniel's
05
Aperol
01
Aperol
02
Campari
03
Ichnusa
04
Heineken
05
Birra Moretti
01
Corona
02
Jack Daniel's
03
Johnnie Walker
04
Grey Goose
05
Great Northern
01
Kirin Ichiban
02
Asahi
03
Suntory
04
Sapporo Beer
05
Yebisu
01
Kingfisher
02
Johnnie Walker
03
Jack Daniel's
04
McDowell's
05
Royal Stag
Trip Types
Alcohol is best enjoyed by the sea, with loved ones—or both.
Beach trips
39%
Romantic getaways
36%
Group trips
35%
Longer holidays (5+ nights)
30%
Event-related trips*
29%
*Traveling for concerts, weddings, etc.
Subcategory engagement
Whether they’re at the beach or a bar, travelers’ go-to drinks are beers, cocktails, and wine.
Beer
67%
Cocktails
64%
Wine
63%
Straight spirits
33%
Hard Seltzers
15%
So, what does it mean for your brand?
Partner with us to influence travelers at the perfect moment.
Reach outSpeak to travelers ready to indulge
Tripadvisor users are more likely to kick back with a tipple at every stage of their journey. 70% of our users drink beer at least once a month, and almost half enjoy wines and spirits.⁴
Target your interest audience with branded content
Leverage branded content on Tripadvisor to associate your brand with travelers’ favorite destinations. For example, cold beers at the beach, or a smooth whiskey in the great outdoors.
Create a moment for your brand
Corona partnered with us to convince hardworking travelers to take their vacation days, and it worked. Through immersive guidance from Tripadvisor, the campaign drove 16.5M impressions and a 7% increase in brand favorability.