Starbucks boosts position in hotel market

16th Feb 2011
Starbucks boosts position in hotel market

Starbucks has signed a deal with Courtesy Products as the coffee maker continues its expansion into the single-serving market.

Courtesy Products offers in-room coffee service to hotels, and presently has instant brewed coffee systems in up to half a million premium hotel rooms across the United States.

Under the terms of the deal Seattle-based Starbucks will begin offering its premium quality coffees during the autumn.

However, Starbucks was quick to play down the move, suggesting the technology was still relatively untested.

“The single-serve coffee category in the US, and much of the world for that matter, is in its beginning stages of development,” said Jeff Hansberry, president, Starbucks consumer products group.

“At this very early stage, there are numerous contenders and no demonstrated, long-term winners related to either format or machines.”

Starbucks is attempting to become a market leader in the sector.

According to Nielsen Data, premium single-cup represented more than two thirds of the dollar growth in total US coffee category over the past year, with Starbucks VIA driving 40 per cent of that growth.

“Courtesy Products is continually looking for ways to innovate as well as provide our customers with amenities to make travelling more comfortable for their guests,” said Jim Theiss, chief executive of Courtesy Products.

“We know guests staying at luxury and premium hotels value a great cup of coffee.

“By pairing Starbucks coffees with our CV1 machine, we will be able to deliver a quick and delicious high-quality cup of Starbucks coffee right in their room or suite.”


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