Today’s consumers prioritise quality when it comes to their hotel beverage experience. Nestlé’s latest research, featuring 1,000 UK adults who regularly stay in hotels, shows guests are increasingly sophisticated, brand-conscious, and willing to pay for quality coffee, even when free alternatives are available.
Ellie Smith, Marketing Activations Manager, at Nestlé Professional says: “Guests are becoming more discerning about coffee during their hotel stays, and the quality of the coffee offered can significantly affect their hotel rating. Many guests prefer familiar brands like Nescafe and Starbucks. Consumers, particularly younger ones, are increasingly interested in the sustainability credentials of the coffee available and desire the ability to customize their drinks to suit their taste preferences, often willing to pay a premium for this.”
Quality is crucial for hotel guests; 89% of guests at 4-5* hotels consider the quality of coffee offered to be important to their overall experience.
The generational shift
While 70% of Baby Boomers prefer restaurant coffee at breakfast, Gen Z and Millennials are 40% more likely to want coffee before breakfast begins, with 33% preferring takeaway options versus just 8% of Baby Boomers.
Brand power drives loyalty
92% of guests would buy their preferred brand even when free coffee is offered – rising to 96% among younger guests. When hotels feature recognised brands like Starbucks or Costa, 61% of all guests say they’d recommend the hotel to others. Among Gen Z, this jumps to 75%.
The drivers are clear: 68% cite “better quality,” 47% want “known taste,” and 44% value “consistent quality”.
Beyond breakfast opportunities
Ellie Smith also says, “Traditional thinking positions coffee as a breakfast amenity, but the research reveals costly oversights.” While 54-57% consume coffee at breakfast, significant numbers want it throughout the day: 35% pre-breakfast, 26-29% mid-morning, and 20-22% mid-afternoon.
In-room offerings
In-room coffee dramatically impacts ratings: 87-90% of guests say having preferred branded coffee available affects their hotel evaluation. Among Gen Z, 62% call it crucial to their assessment. “Guests prefer pod machines that create café-style beverages like lattes, Americanos, and hot chocolate. NESCAFÉ is the top choice for in-room coffee across all demographics”
Customisation
Today’s guests want coffee their way. In 4–5-star hotels, 43% rank flavoured syrups as most important, followed by non-dairy alternatives. The generational split is stark: 93% of Gen Z customise drinks versus 51% of Baby Boomers.
Sustainability
Environmental consciousness influences choices, with 75-79% stating sustainability is important. Top considerations include responsibly sourced beans (18-19%), recycling options (14-15%), and traceability (13%).
Revenue reality
Hotels offering branded coffee see guests stay on-site rather than seeking alternatives. 65% would buy coffee and food pairings without breakfast packages – rising to 70% among younger guests.
Ellie Smith says: “Coffee is no longer just an amenity, it’s a strategic essential driving satisfaction, revenue, and differentiation “Hotels that acknowledge coffee’s role throughout the entire guest journey by investing in quality brands, equipment, and inviting spaces are reaping significant rewards in guest satisfaction and recommendations.”