Glass of wine trumps sex and social media among global travelers

Red wineSheraton Hotels & Resorts has 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 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 this week.

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.

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  • 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.

  • Three-fifths (60%) of respondents note that they drink the most wine while traveling
  • While on the road, nearly three-quarters of respondents (74%) are more adventurous in trying new wines
  • More than half of respondents (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 two-thirds (67%) willing to spend the most on wine while away from home

The intimidation game

Choosing a premium wine can be a daunting task, and respondents revealed several of the key stress points of an evening out.

  • Nearly three-fifths of respondents (59%) have found it intimidating to speak with a wine expert
  • More than two-thirds (68%) have 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

Sheraton Selects wine program

“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 first-rate, yet accessible wine program. Sheraton Selects Wine program is designed to provide premium wine offerings that our guests want in an approachable way.”

In tandem with this survey announcement, the Sheraton Selects Spotlight on Pinot Noir launches today in North America as the fourth installment of the successful wine program. Past features of the Sheraton Selects Spotlight Series have highlighted the Riesling grape, the wines of New Zealand, and most recently, Champagne. Each installment features Sheraton Selects, an upgraded premium wine menu comprised of a rotation of eight or more Wine Spectator-rated wines by the glass. The Sheraton Selects Spotlight program includes two Pinot Noir offerings on all participating Sheraton Selects menus, and hotels may also offer Pinot Noir flights and food pairings.

Sheraton Selects Wine program provides travelers with access to premium wines through weekly evening tasting events. Following the global rollout of the program, hotels around the world have reported higher bar RevPOR (revenue per occupied room) and have seen an average 20 percent increase in YOY (year over year) beverage revenue in their lobby bars.


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