Lodging Operator - Article Archive

Originally published in AAHOA Lodging Business, February 2009

Waking up Happy

In-room coffee gives guests a fresh start to their day.
By Dan Marcec

Along with many other complimentary amenities that have become standard, in-room coffee and tea have become one of the first things a guest notices when he or she enters a room. Not only is it hoteliers’ responsibility to make sure their guests get a good night’s sleep, but also that they wake up ready to face the following day. While many other factors go into a guest’s decision to return to a hotel — whether it be a particular property or a brand as a whole — the availability and options for in-room coffee can go a long way toward customer loyalty.
     The history of in-room coffeemakers has evolved quickly during the past 15 or 20 years. Paul Brinson, executive vice president of Classic Coffee Concepts, attributes much of the early success of the in-room coffee initiatives to the growing percentage of female business travelers.
     “In 1992, 40 percent of business travelers were female, and our research showed that they were looking for security and convenience where they stayed,” Brinson says. “Part of that included eliminating the need for room service or going to the lobby for coffee late at night or early in the morning.”
     Of course, security and convenience of this type is not limited to female travelers. Guests always prefer that feeling of “home” when they are traveling. For coffee enthusiasts, having to start their morning routine without a cup brewing while they shower hardly feels like home. At the same time, occasional coffee drinkers can enjoy a perk they don’t usually have from a complimentary beverage.
     “Guests’ ability to brew a quality cup of coffee or tea at their leisure in their guestroom relieves the pressure in the lobby at breakfast from additional guests seeking a cup of coffee,” says Rich Bennett, vice president of design and supply for Best Western International.

The traditional four-cup coffemaker.

     In the 1980s, in-room coffee mostly consisted of a hot water heater and instant coffee, where it was present at all. Over the years, that evolved into a drip coffee maker with ground and roasted coffees in filter packs. Eventually, for the reasons above and many more, guests have come to expect it as a complimentary in-room offering, and as a result, all the major brands require it, according to Brinson. Best Western, for example, has required complimentary in-room coffee since 2001.
     The onset of brand mandates for coffee products in guest rooms has led to a variety of options for hoteliers. More recently, the traditional four-cup brewers are being phased out as guests have become attuned to more environmentally friendly and sanitary conditions. Courtesy Products, for example, has seen great success with its CV1 coffee system, according to Matt Schwarz, president and general manager for the company.
     This particular piece of technology achieves at least one goal: alleviating guest concerns about the sanitation of the four-cup coffee pots and brew baskets (please see sidebar for more details). With the CV1, a pre-packaged brew basket/filter pack is inserted to the coffee maker for every brew, and everything gets thrown away afterward.
     “The CV1 reduces housekeeping labor, improves sanitation and makes a great cup of coffee,” says Schwarz. “We’ve seen the amount of labor associated with in-room coffee programs reduced by 90 percent.”

The CV1 one-cup in-room coffee maker.

     On the flipside, there are other concerns with the disposability of coffee products. Currently, most coffee film is not recyclable or biodegradable.
     “With the need for ‘earth friendly’ products becoming a hot issue, we’ve developed a coffee and condiment packaging film that is 100 percent compostable,” says Brinson.
     Added to that, despite concerns about their cleanliness, many guests actually prefer the four-cup program. According to Brinson, a major hotel brand found in a survey that 70 percent of its guests preferred a four-cup offering to a one-cup -program.
     Taking all this into account, one thing is clear: coffee is an important part of guest experience. Luckily for hoteliers, with brand mandates begetting new technology, there are as many diverse options for in-room coffee as there are guest tastes. Do some research and find what works best for you and your guests.

To contribute an article to Lodging Operator:
email lodging@francepublications.com.

© 2009 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For more information on reprints of this article contact Barbara Sherer at (630)554-6054.


	© 2008, France Publications, Inc. All Rights Reserved. Photos in header (from left to right) are courtesy of InterContinental Hotels Group; AmericInn International LLC; and The Courtyard by Marriott-Los Angeles/San Fernando Valley.