Coffee trends: elevating customer experience and profitability
Key Takeaways
Hotels whose guest reviews mention great coffee consistently score above the sector average, according to Nestlé Professional's NESTHOTEL Coffee Insights Tracker, underlining coffee's role in guest satisfaction.
Practical revenue strategies include planning coffee touchpoints across the guest journey (lobby, conference rooms, bars, breakfast areas), controlling total cost of ownership (not just ingredients but machine maintenance and staffing), and matching coffee systems to brand positioning.
Emerging trends for 2025/2026 include hybrid brewing models (cold brew, flash brew, drip), transparent sustainable sourcing, AI-driven personalisation, and positioning coffee bars as social destinations.
Choosing the right coffee system, such as portion-controlled machines or bean-to-cup, can simplify operations without compromising quality, regardless of a venue's price point.
Why great coffee drives hotel guest satisfaction
Today’s travellers expect more than just a morning cup - they want memorable, indulgent coffee experiences. But staffing challenges and increasing raw coffee prices mean hotels and hospitality operations must balance quality with efficiency.
This is supported by insights from Nestlé Professional’s NESTHOTEL Coffee Insights Tracker, which shows that hotels whose guest reviews mention great coffee consistently score above the hotel sector average - underlining the power of quality coffee in driving satisfaction and occupancy.
At Avendra International, we work with supplier partners to bring the latest insights and practical strategies to enhance customer and guest satisfaction and drive revenue. We spoke with Nestlé Nespresso experts, Paul Bloxham, Head of Culinary, and Red Kitching, Strategic Sourcing Director at Avendra International, to explore how hotel and hospitality outlets can serve exceptional coffee while keeping operations profitable.
5 practical strategies to increase coffee revenue
1. Plan coffee moments throughout the customer journey
Lobby and arrival areas: Self-serve machines create a positive first impression.
Hotel and conference rooms: Portion-controlled systems offer convenience without burdening staff.
Bars and restaurants: Consider premium coffee recipes like iced or specialty drinks to drive revenue and guest satisfaction.
Dining and breakfast areas: Self-serve or barista-led stations add to the morning experience.
2. Control total cost of ownership
Factor in not just ingredients but machine maintenance, staffing, and cleaning processes. Choosing the right machine for your hospitality operation’s volume is key to maximising efficiency.
3. Use coffee to create destinations
Position your coffee stations as social hubs in bars or lounges. Combining great coffee with branded elements (cups, POS materials) enhances customer perception and spend.
4. Match your coffee offer to your brand
Whether your hospitality outlet is luxury-focused or value-driven, tailor your coffee systems and service levels to your market. Portion-controlled systems like Nespresso or bean-to-cup machines can simplify operations without compromising quality.
5. Think beyond the cup
Incorporate coffee into wider F&B offers, pairing with snacks and food menus.
Coffee trends to watch
Building on these insights, emerging trends for 2025/2026 show how hotel and hospitality operators can make coffee a highlight of the customer and guest journey, driving satisfaction, innovation, and revenue.
Here are four emerging trends to watch:
1. Hybrid Brewing Models
The rise of house cold brews, flash brewing, drip coffee, and bulk brew options across the UK and Europe signals a shift towards hybrid coffee models. Hotels and venues can elevate their coffee moments with artisan filter and drip blends, offering an alternative to bean-to-cup machines at breakfast buffets.
2. Sustainability Matters
Sustainability continues to influence consumer choice, especially among travellers. Make responsible sourcing and sustainability practices transparent, whether through stickers on hoppers, in-room information, or storytelling on menus.
3. Innovation Through AI and Specialty Offerings
AI and smart technology are redefining coffee service. Expect innovation through bespoke recipes, provenance storytelling, and speciality blends, all designed to personalise experiences.
4. Coffee as a Social Experience Destination
Coffee bars can act as gathering spots for travellers seeking connection and conversation. Offering standout coffee can turn underused spaces into social hubs, positioning your venue as both convenient and experiential.
FAQs
Does offering good coffee improve hotel guest satisfaction scores?
Yes. According to Nestlé Professional's NESTHOTEL Coffee Insights Tracker, hotels whose guest reviews mention great coffee consistently score above the hotel sector average, suggesting quality coffee has a measurable impact on guest satisfaction.
What should hotels consider when choosing a coffee system?
Hotels should consider the total cost of ownership, including machine maintenance, staffing and cleaning, not just ingredient cost, and choose a system suited to their operation's volume and brand positioning, whether that's a self-serve, portion-controlled system or a barista-led setup.
What coffee brewing trends are emerging in hospitality?
Emerging trends include hybrid brewing models such as house cold brew, flash brewing and drip coffee alongside traditional bean-to-cup machines, transparent and sustainable sourcing practices, and AI-driven personalisation of coffee recipes and experiences.
How can hotels turn a coffee area into a social destination?
Hotels can position coffee stations as social hubs within bars or lounges, combining quality coffee with branded elements like cups and point-of-sale materials to encourage guests to linger, connect and spend more time in the space.
Talk to Avendra International about your coffee offer
Whether streamlining your breakfast offering or turning your bar into a coffee destination, we’ll support your teams in enhancing guest experience.
