Coffee brands and their power to lure travelers

This is part two in a three part series on hotel coffee trends. Click here for part one, and visit Hotel Management again Friday for part three.

Fancy coffeemakers are only as good as the coffee they are serving. Which is why Marco Manzie, president of Paramount Hospitality Management, said brand recognition is the greatest driver for guestroom coffee as a means to get travelers interested in the product.

According to Manzie, most hotels are holding tightly to the bigger coffee brands while small, local coffee providers often team up with select properties that are trying for a more chic or bespoke atmosphere. These smaller hotels are attracting travelers who are more interested in an off-brand hotel product, so it stands to reason they are also more interested in smaller coffee providers as well.

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“An independent property or a small branded boutique would be more interested in a coffee product that is locally recognized,” Manzie said. “Big hotel brands still want the traditional coffee offerings, though.”

The JW Marriott Miami aligned itself with Illy as its coffee provider, and Paul Pebley, director of sales and marketing for the hotel, said the decision to go with Illy stemmed from a desire to be with a brand that was large, yet not ubiquitous.

“Some brands have become over-saturated in the hotel market to the point there is no longer a competitive difference in some areas,” Pebley said. “The [coffee] brand your hotel has is supporting all the pricing throughout your property, and it adds to your image. If you are operating a luxury hotel without offering a luxury brand of coffee, you have to wonder if a guest will pay money for it."

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