Hotel and lodging operators are also optimistic about the future of spirits, wine and beer sales in their locations, according to Technomic’s BarTAB Report. Hotels account for 10.1 percent of total on-premise food and beverage sales, and the segment’s food and beverage sales are projected to grow 4.4 percent in 2014. Adult beverages are increasingly important to hotels, many of which are focusing on their bar and beverage programs. Half (50 percent) of hotel and lodging operators say their alcohol beverage programs have grown in 2013, compared to 41 percent of all other operators. Overall, 37 percent of on-premise operators anticipate spirits sales will grow in 2014, with lodging operators most optimistic at 47 percent.