Coffee in UK Hotels 2025: Behind The Beans Report on Guest Satisfaction & Trends
How much does coffee really influence your guests? Discover how UK guests in 2-3-star and 4-5-star hotels engage with their coffee offerings, and what drives their purchasing decisions.
Our two latest insight reports, 'Behind the Beans: Coffee in 2-3* Hotels' and 'Behind the Beans: Coffee in 4-5* Hotels', explore emerging trends in hotel coffee and highlight the opportunities coffee can offer UK hotels today.
Commissioned by Nestlé Professional and conducted by 3Gem in February 2025, the research surveyed 1,407 UK coffee-drinking hotel guests, uncovering key trends and expectations in 2-3* and 4-5* hotels.
In 2024, 78% of UK consumers stayed in a hotel in the UK, with 88% likely to look up a review before booking.1 Our survey revealed coffee has a big impact on these reviews, with 89% of 4-5-star and 37% of 2-3-star guests claiming that the quality of the coffee available impacts their overall hotel rating.
Starting the Day Right: Breakfast Coffee Preferences Among UK Hotel Guests
Coffee and breakfast continue to be a perfect match. Over half of guests prefer to drink their coffee at breakfast time (57% of 4-5-star guests and 54% of 2-3-star guests). The majority of older guests (Baby Boomers) will most likely have their coffee in the restaurant as well.
Guests Choose Trusted Brands they Love
When it comes to the brands our guests prefer, household names lead the way, with NESCAFÉ and Lavazza. NESCAFÉ is especially popular among younger generations, with 65% of Gen Z and 63% of Millennials favouring it.
With 43% of guests favouring coffee from fresh coffee bean machines, hotels can enhance their guest satisfaction by upgrading their breakfast coffee solutions using trusted brands like NESCAFÉ® and Lavazza®.
Did You Know?
61% of guests - and up to 75% of Gen Z - are more likely to recommend a hotel that features a well-known coffee brand. Serving high street brands can boost positive word of mouth and encourage more social sharing.
Customisation is Key for Hotel Guests
From plant-based to syrups and sweeteners, coffee lovers are increasingly seeking ways to personalise their coffees to suit their taste. In fact, only 18% of 4-5* and 24% of 2-3* hotel guests choose not to customise their coffee.
In 2-3-star hotels, 76% of guests are seeking customisable options. Younger generations are even more likely to customise their drinks. 93% of Gen Z and 89% of Millennials actively personalise their drinks with syrups and iced options.
Boost Guest Ratings with In-Room Coffee
Almost a third (30%) of guests favoured pod machines to create coffee-shop favourites like cappuccinos and espressos. However, instant coffee remained a preferred option for a percentage of guests across both 2-3-star and 4-5-star hotels.
Younger Guests are Willing to Pay for Convenient Coffee
65% of 4-5-star guests and 61% of 2-3-star guests would be tempted to purchase a food and coffee pairing at breakfast, if not choosing a ‘breakfast included’ option.
58% of Gen Z and Millennials guests are 'very likely' to pay for coffee if their favourite option is available. This is true even when a free option is available!
Caterers can maximise sales by leaning into these preferences and making sure they’re offering top quality, great-tasting brands for their guests.
Embracing Sustainability is Important for Guests
While guests prioritise the quality and value of their coffee, where their coffee comes from is still important.
Our survey results reveal that over three-quarters of hotel guests (75% for 2-3-star and 79% for 4-5-star) consider the sustainability of their coffee to be at least important.
While not the top priority, guests prefer sustainable options when other factors are equal, and strong sustainability credentials enhance coffee quality perception.
Practical Strategies for Hotel Caterers
Based on the report's findings, here are actionable strategies you'll learn in our reports:
Hotel guests view coffee as not just a ‘nice to have’, but as an essential to meet their expectations of what a great-quality hotel stay looks like. Our two reports provide a roadmap for caterers to boost guest satisfaction and stay ahead of their ever-evolving preferences.
1Hotels and consumers: Guest expectations and how to meet them, Zonal and CGA, March 2025.