How Gen Z’s Drinking and Dining Preferences Will Affect Vegas Bars and Restaurants

^{Gen Z consumers are going out to bars and restaurants more than many in the industry expected, according to new data from Questex. (Photo: Alex Segre / Alamy)}

LAS VEGAS – In 2026, the rumor that Gen Z doesn't drink or go out has many in the hospitality industry fearing the future of bars and restaurants. But data discussed at the Bar and Restaurant Expo in Las Vegas debunked those fears and shed light on what the generation expects as customers.

The conference, held last week at the Las Vegas Convention Center, brought together over 8,000 hospitality professionals to discuss the latest trends and technology in the food & beverage industry. 

One panel, titled “What Gen Z Wants as Employees & Customers of the Hospitality Industry,” presented some revealing findings from the Questex On-Premise Consumer Habits report, conducted by the expo’s organizers.

This report showed that Gen Z is driving encouraging metrics for the bar and restaurant industry as the generation's oldest members climb into their late 20s in 2026.

"Younger consumers have a significantly higher incidence of going out to eat and drink across all on-premise segments versus other age groups," says Brandy Rand, Vice President of Questex's Hospitality Group. "And contrary to all the headlines claiming Gen Z is a detriment to bars and restaurants, our data shows they order more alcohol and better-quality drinks."

Gen Z consumers are still coming to Vegas and spending money, but social media has changed how many of them spend their time and disposable income. As the generation ages and builds wealth, adapting to their preferences will be vital for establishments that want to stay afloat.

Gen Z Still Going Out on Their Own Terms

The Questex report found that the number one reason younger consumers go out to eat and drink is to treat themselves (53%), followed by socializing (45%). 

That indulgence and social motivation translate directly to behavior during a trip to Vegas. Gen Z visitors may cut corners on everyday spending, but they'll splurge on a dinner reservation at a restaurant they can post about. Social media virality is a real force, according to the most recent Las Vegas Visitor profile. Popular destinations along the Strip and Fremont Street have become regular backdrops for social media content, and where someone chooses to eat or drink says a lot about how they want to be seen.

Why does everyone (including Drake) want a reservation at Carbone at ARIA?  The $91 veal parmesan might taste good, but showing a photo from when you managed to snag a reservation there communicates another level of exclusivity on social media.

Gen Z’s dining behaviors have also helped fuel the rapid growth of food halls and food courts across casino properties. ARIA, Resorts World, Fontainebleau, and Venetian have all leaned into the format, as it gives budget-conscious Gen Z visitors a way to eat on property without committing to an expensive entrée. They can instead save their splurge for the experience that actually matters to them. Nearly every major casino is building one to capitalize on the success.

Missed Opportunities for Casinos

While Questex’s national data paints an optimistic picture of Gen Z as big spenders and frequent diners, last year’s Las Vegas visitor profile data tells a more complicated story.

Gen Z accounted for roughly 7% of visitors to Vegas last year. Most were female and came for special events, such as concerts or headlining performers. More importantly, they spent less on food and drink than Millennials, Gen X, and the average Vegas visitor last year. 

Nationally, there are signs that Gen Z has an appetite and the willingness to spend. But in Vegas, there’s still work to be done to capitalize on that.

"What initially draws Gen Z in is the concept, the uniqueness, and what makes the place different," Catalina Trejos, manager at Chicheria Mexican Kitchen in Atlanta, told Bar & Restaurant Expo. "This generation values authenticity, creativity, and intention — we want to feel distinct, not generic."

Properties with nightclubs and dayclubs are best positioned to close that gap, since younger guests are already on the property for the music and events. The revenue capture happens when the food & beverage experience meets them where they are. 

Casinos can also compete for Gen Z's wallet by acknowledging how they actually drink before they arrive. The ‘pregame’ culture is embedded in this generation's beverage spending habits, meaning many will arrive buzzed to minimize spending at the venue, given how expensive drinks are. Meeting them at their price point early keeps them ordering, keeps them on property, and builds the loyalty that turns a one-time visitor into a repeat one.

Wellness Wave is Alive and Well

The Questex report also showed that younger consumers are more likely to order another drink if service is faster or if there are non-alcoholic options on the menu. Seventy-eight percent of younger consumers in the survey say they switch between alcoholic and non-alcoholic drinks throughout a night out.

This makes sense with the wellness craze reshaping nightlife, whether it’s a Sunday workout class at Fontainebleau’s dayclub or non-alcoholic cocktails being added to more menus. Zero-proof drinks have become less of an afterthought in 2026.

The shift is less about Gen Z being sober and more about offering additional options when they want to stay and socialize. 

For casino bars dealing with high volume and long waits, the data suggests that this directly correlates with larger checks from younger guests. Gen Z is less patient than previous generations and will likely opt for a bar or restaurant with faster service.

“As the restaurant industry looks for ways to increase frequency of visitation and grow check sizes against a tough economic backdrop,” Rand said, “our report offers operators actionable insights they can implement right away.”