What is the story about?
What's Happening?
Choice Hotels International has announced a partnership with Seattle's Best Coffee to introduce a new coffee option at its Comfort and Country Inn & Suites properties. This initiative aims to enhance the breakfast offerings by providing coffee made from 100% Arabica beans sourced from Latin America. The rollout has already begun at select pilot locations and is expected to expand to over 2,000 hotels by next summer. The introduction follows a successful pilot phase, with positive guest feedback highlighting the smooth taste and consistent quality of Seattle's Best Coffee, which was the fastest-growing premium coffee brand in 2024.
Why It's Important?
The collaboration between Choice Hotels and Seattle's Best Coffee reflects a broader trend in the hospitality industry to upgrade coffee offerings as part of the guest experience. With 66% of Americans consuming coffee daily, enhancing coffee quality can significantly impact guest satisfaction and loyalty. This move positions Choice Hotels to better compete in the market by aligning with consumer preferences for premium coffee options. The partnership also underscores the importance of strategic collaborations in enhancing service offerings and maintaining competitive advantage in the hospitality sector.
What's Next?
The rollout of Seattle's Best Coffee will continue through the fall, with full implementation expected by next summer. Choice Hotels has not specified which locations will be included in the initial phases beyond the pilot properties. As the expansion progresses, the company may monitor guest feedback to further refine its breakfast offerings. The success of this initiative could lead to additional collaborations or enhancements in other areas of hotel services, potentially setting a precedent for similar partnerships in the industry.
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