Coffee is hospitality’s most overlooked revenue opportunity

Coffee is one of the most consistent rituals in a traveler’s day and one of the most underutilised revenue drivers in hotel operations.

From the first cup in the morning to an afternoon reset or evening wind-down, coffee appears across multiple moments of a guest’s stay. Yet for many properties, it is still treated as a basic amenity rather than a strategic lever for guest satisfaction, revenue capture, and long-term loyalty.

That gap between expectation and execution is significant. New insights from Suzy Research and Costa Coffee show that:

· 56% of hotel guests are willing to pay for premium coffee even when free options are available.

· Nearly half would leave the property to find better coffee when on-site offerings fall short.

· 43% say improved coffee options would elevate their overall impression of a stay.

For operators, it is much more than a guest experience issue — it is a revenue opportunity hiding in plain sight.

Coffee Shapes the Entire Stay

Unlike many hotel touchpoints, coffee is not a one-time interaction. It is a repeat behaviour that influences guest perception and spending throughout their stay. The first cup of the day often sets the tone. A consistent, high-quality experience reinforces brand standards, while a poor one creates immediate friction. As guest expectations continue to rise, driven by specialty coffee and premium retail experiences, hotels have an opportunity to close the gap and differentiate in a meaningful way.

From Amenity to Program

The shift is already happening. Forward-thinking operators are moving beyond treating coffee as a static amenity and instead managing it as an all-day revenue program.

Hotels seeing the strongest results are expanding access beyond a single location, maintaining consistent quality, and using technology to simplify execution. Data also plays a role, helping operators understand demand, refine offerings, and keep equipment performing.

Most of these changes are incremental. They build on existing operations and are designed to be easy to implement and maintain.

With the right partner, execution becomes even more streamlined.

How Operators Can Unlock More Value from Coffee

Execution is where operators win. Five fundamentals consistently drive results: access, proximity, consistency, data, and positioning.

1. Treat coffee as an all-day program, not a breakfast amenity
Morning remains the highest-demand moment, but midday and evening are often underutilised. Expanding offerings across these dayparts, with options like iced beverages in the afternoon and espresso-based drinks in the evening, creates more opportunities to capture spend and extend guest engagement.

2. Bring coffee closer to the guest
Limiting coffee to a single location creates missed opportunities. Expanding access points, through lobbies, conference areas and grab-and-go stations, increases convenience and encourages repeat purchases.

3. Focus on consistency at scale
Guests expect the same quality every time. Automated equipment ensures drinks are delivered quickly and consistently, reducing variability, and improving the overall experience without adding operational complexity.

4. Use data to inform decisions
Connected systems provide real-time visibility into consumption patterns, peak demand, and product mix. Operators can use these insights to refine offerings, adjust inventory, and maintain uptime across locations.

5. Clearly differentiate premium offerings
Guests are willing to pay for higher-quality coffee, but only when positioned as an upgrade. Clear menu design, signage, and product differentiation help drive conversion and incremental spending.

A Small Shift with Measurable Impact

Modern coffee solutions are designed to simplify execution, not complicate it. Costa’s compact equipment formats make it easier to extend offerings across multiple areas of a property, while its connected technology provides visibility into performance and demand. With the right approach, teams can move from reactive service to more proactive management — keeping equipment running, offerings relevant and performance optimised.

In today’s competitive landscape, the difference between a good stay and a great one often comes down to the details. Coffee is one of the few touchpoints that appears multiple times a stay, making it uniquely positioned to shape both perception and behavior.

Hotels that treat coffee as an all-day, value-added program create more consistent, high-quality experiences that build loyalty and drive revenue. The return is clear: better coffee leads to better stays and stronger business.

• Joe Gaines is senior director of US sales, Costa Coffee, The Coca-Cola Company. Costa Coffee supports hotel operators with automated equipment installation, service, replenishment, and ongoing support. Its systems help deliver consistent, café-style beverages across multiple locations, with a range of espresso-based and customisable options that meet evolving guest preferences. Built-in data and connectivity also help operators track performance, maintain uptime, and adjust offerings over time.