Sheraton Hotels & Resorts, part of Starwood Hotels & Resorts Worldwide, Inc., revealed the results of a newly commissioned survey on global wine and travel trends as part of the brand’s signature premium wine program, Sheraton Selects Wine program. The survey found that after a long day, one out of every two people would reach for a glass of wine (48%), rather than their smartphone/tablet (15%) or even their spouse (15%).
The research was conducted by leading market research firm, StudyLogic, and surveyed respondents from the United States, Germany, China, Chile, and Argentina. The study is timed with the next installment of the ongoing Sheraton North American wine series, Sheraton Selects Spotlight on Pinot Noir, which launches in June 2015.
The survey took a closer look at the wine habits, taste preferences, spending habits and social influences of
today’s global traveler. The results not only provided valuable insights into the close relationship between wine and travel, but also uncovered some surprising statistics showing where wine stacks up among life’s other indulgences — such as sex, social media, smartphones, the spa, and the gym.
Wine plays an important role in relaxation both at home and while traveling. Respondents would be most likely to give up their smartphone for a day (29%), sex for a week (23%), or their social media accounts for a week (23%), in return for a premium highly rated glass of wine. After a long day, one out of every two people would reach for a glass of wine (48%), rather than their smartphone/tablet (15%) or even their spouse (15%). Wine is the most desirable way to unwind while traveling (57%), beating out the spa (23%) and the gym (12%).
Will Travel For Wine
Wine consumption spikes when on the road, as travelers choose to indulge and invest. 60% of respondents note that they drink the most wine while traveling and nearly 74% are more adventurous in trying new wines. Almost 54% are most likely to consider paying more for a premium glass or bottle of wine while traveling. Travelers are more likely to invest in premium wine, with 67% willing to spend the most on wine while away from home.
Choosing a premium wine can be a daunting task, and respondents revealed several of the key stress points of an evening out. Nearly 59% found it intimidating to speak with a wine expert. 68% avoided ordering wine for the table because they were afraid that others might not like it. The vast majority of respondents (86%) have drunk a glass of wine that they did not like.
When respondents had drunk a glass of wine that they did not like, they did so mostly because everyone else was drinking it (22%), because it was the only selection available (20%), or because it was highly recommended (20%). Nearly three-fifths of respondents (59%) have been embarrassed or afraid to request a tasting prior to buying wine at an establishment.
“As a global leader in hospitality, we constantly strive to better understand what our guests want from their hotels, and then aim to exceed their expectations,” said Hoyt Harper, Global Brand Leader for Sheraton Hotels & Resorts. “These survey results confirmed the importance of having a firstrate, yet accessible wine program. Sheraton Selects Wine program is designed to provide premium wine offerings that our guests want in an approachable way.