Coffee: The Essential ‘Perk' Of A Perfect Hotel Or Resort Stay

Forbes

3 days ago

Lavazza, an Italian manufacturer of coffee products, was founded in Turin in 1895 by Luigi Lavazza. getty
When you wake up at the Montauk Yacht Club in the Hamptons, you can smell the rich aroma of the in-room machine brewing your morning cup of coffee.
On top of the minibar in every room, guests will find an espresso machine by Lavazza, the venerable, family-owned, Turin-based coffee company. A variety of coffee pods, filtered water, and eye-catching porcelain espresso cups accompany the service.
Sipping the coffee on your patio or deck with the sun beaming on the water, you might forget you are on Long Island and harken back to memories of a stay on the Italian Riviera.
Many cultures worldwide begin the day with a coffee ritual, whether at home or traveling. A 2025 report by the National Coffee Association (NCA) found that two-thirds of Americans drink at least one cup of coffee each day, with the average American coffee drinker consuming three.
Waking up to a disappointing cup of coffee at a luxury hotel or resort can leave a bad taste. Not just literally. It can also negatively affect a guest's overall impression of their stay.
The mere thought of enduring a week or more of watery, tasteless, or bitter coffee can be daunting. Negative comments slamming in-room coffee service abound on Reddit threads and Tripadvisor reviews.
'As I sit here in my room at…with my little cup of brown liquid that tastes of regret and despair, I wonder, 'Why do hotels even bother with this?' Hotel coffee sucks 95% of the time,' wrote one Reddit user.
The industry publication International Communicaffe found that two-thirds of consumers judge the quality of a hotel or restaurant based on the quality of their coffee. It can also affect rebooking decisions.
As coffee lovers become more knowledgeable and discerning about the sourcing, roasting, brewing, sustainability and taste of coffee, this creates pressure on the hospitality industry to meet their expectations.
As a result, hoteliers are upping their game when it comes to coffee service. The American Penchant For All Things Italian, Including Coffee
Vintage Vespa Scooter getty
Italy is renowned for its sophisticated style and taste, which permeate various aspects of its culture, including fashion, food, wine, and automobiles. This "Made in Italy" ethos also extends to its celebrated coffee culture.
Coffee in the Bel Paese has been an integral part of Italian life since the early 20th century. "Enjoying an espresso or cappuccino is not just a routine—it is a moment to slow down and savor," says Daniele Foti, Lavazza North American Marketing Vice President.
This sentiment, he says, encapsulates Lavazza's "La Dolce Vita" philosophy, which celebrates the beauty of everyday life found in small, intentional pleasures.
Looking at trends, the NCA report found that consumption of espresso-based beverages (which include cappuccinos, espressos, lattes, caffe mochas, macchiatos, flat whites and Americanos) increased by a whopping 17% from 2020 to 2025.
Foti believes that Americans are drawn to Italian coffee, not just for its quality and flavor, but also for the cultural experience it represents, which includes authenticity, simplicity, and connection. Lavazza: A Case Study of Italian Coffee's Hospitality Expansion
Lavazza Cafe at Montauk Yacht Club Lavazza
To expand its footprint in the U.S., Lavazza has been developing partnerships with properties and companies whose values resonate with those of the coffee maker.
Initial partners include the Four Seasons, Ennismore, Dinex Group, Paris Baguette, Eataly, Princess Cruises and high-profile events like the U.S. Open, Art Basel, Aspen One, and Taste of SLS.
Lavazza tailors its offerings to each partner from a menu that can include espresso-based beverages, cold brew, specialty drinks and brewed coffee made with Lavazza premium blends. They may even train baristas.
For example, at the Montauk Yacht Club, Lavazza designed a 360° coffee experience. Touchpoints at the resort include a branded cafe/market, in-room coffee kits, a poolside cart, and a custom Lavazza-infused dining and cocktail menu with items such as tiramisu, chilled mousse, and espresso martinis.
A Lavazza Tiramisu Martini Lavazza
Hotel Clio, a Luxury Collection Hotel in Denver's Cherry Creek section, also selected Lavazza as their preferred coffee source. 'The array of blends and single-origin coffees is among the best in the world in terms of flavor and consistency,' says Christopher Polys, Marketing Manager.
He explains that the Luxury Collection has its own Italian heritage, originating from the brand Compagnia Italiana Grandi Alberghi (CIGA). The Clio Hotel offers Lavazza in-room espresso and 24-hour drip in the lobby, using the Lavazza Crema line, which is suitable for classic on-the-go American coffees that use milk and sugar, he says.
Waking up at the Hotel Clio Denver Hotel Clio
The hotel's in-house restaurant, Toro by Chef Richard Sandoval, uses the Top Class line for desserts, like Toro's Mexican Affogato, and highlights the coffee with a complementary chocolate pairing at the hotel's 'Tuesday Epicurean Moments'. A Winning Marketing Strategy
Coffee at home getty
Hospitality partnerships like these upgrade the consumer coffee experience and, by association, simultaneously enhance the prestige of the property/company serving it.
'Guests in the luxury segment today expect excellence in the smallest details,' says Leah Miller, a marketing strategist with Versys Media. 'Coffee is no longer just a wake-up call; it's an aesthetic and sensory extension of the brand.'
The Italian ritual of stopping at a favorite bar before work for a quick espresso or cappuccino accompanied by a sweet pastry is still familiar in Italy. However, most coffee consumption in the U.S. and Italy takes place at home.
Lavazza's win-win hospitality partnerships also pay off in sales by introducing (or reintroducing) hotel and resort guests to its premium Italian coffee brand, which they can enjoy at home or away.