Starbucks has announced a partnership program with luxury hotel groups to install Starbucks Reserve bar concepts in select properties. The initiative begins with 15 hotels across North America, Europe, and Asia, with plans to expand to 100 locations by 2027.
The Reserve bars will offer premium single-origin coffees, craft beverages, and small-batch roasts not available in standard Starbucks locations. Each bar will feature custom design elements reflecting both the Starbucks Reserve aesthetic and the host hotel's character.
'This partnership brings our elevated coffee experience to luxury hotel guests,' said Brady Brewer, Starbucks Chief Marketing Officer. 'These aren't typical hotel coffee shops – they're destinations for coffee enthusiasts.'
Partner hotels include properties from Marriott's luxury portfolio, IHG's luxury brands, and independent luxury hotels. The bars will operate with extended hours and offer exclusive merchandise. Starbucks is training specialized baristas for the program, with emphasis on hospitality and specialty coffee expertise.