More Ways to Elevate the Guest Experience

Building a Tea Program for a Restaurant, Hotel or Service Business: More Ways to Elevate the Guest Experience

Tea is no longer just an afterthought on beverage menus. It’s a powerful way for any business, restaurant, hotel, spa, wellness center, law office or salon to elevate hospitality, stand out and increase revenue. As consumers increasingly prioritize clean, sustainable and ethical ingredients (NIQ, 2024), a thoughtfully curated tea program signals attention to detail, cultural awareness and wellness minded hospitality. Here’s how to build a tea program that delights guests, makes a statement and makes good business sense.

Why Tea Matters in Hospitality

Demographic Shift. Tea has steadily gained mindshare and marketshare. According to theUnited States Census Bureau (2024), on any given day more than half of the American population drinks tea. As of 2024, it’s close to 160 million Americans and that number is expected to increase yearly (Beaton, 2021).
Brand Differentiation. Tea is an affordable luxury and perceived as a sophisticated drink. While virtually all of your clientele are familiar with tea, many have only encountered standard teas (e.g. green and black). Serving a finer tea will make a statement about your business. Consumers are increasingly seeking higher quality, speciality and artisanal tea varieties (Grand View Research, 2024)
Guest Expectations. The tea renaissance in the US is now two decades old and many more of your customers already drink specialty teas at home or at the office. Tea experiences elevate their experience while they are in your care. Research has shown that the “final touchpoint” in experiences, such as a well-served cup of tea, can significantly affect guest satisfaction and their memory of the stay (International Luxury Hotel Association, n.d.).
Wellness & Lifestyle Trends. There’s no denying tea aligns perfectly with wellness, relaxation and mindfulness. Consumers increasingly chose functional teas that support relaxation, immunity and clean-label living. Values central to eating and drinking experiences and reflecting the broader shift toward a health-focused hospitality (DHR, 2025). “Tea experiences help a hotel round out its food and beverage enticements by adding an activity akin to mixology…for any resort that preaches relaxation, tea does just that (Hansen, 2025).”
Revenue Opportunities. The obvious is there is a huge margin in a cup of tea. Tea consistently delivers one of the strongest profit margins in beverage service. In addition, premium tea not only maintains low costs but can also increase average check size and perceived value (News Desk, 2017). Especially when it comes to afternoon service, spa menus, breakfast, gifting and private label retail. A Bidfood hospitality survey revealed 53% of consumers said they would pay more for a premium tea experience linking quality tea with a sense of occasion and elevated service (News Desk, 2017).
Employee Satisfaction. All the above applies to your staff. A specialty tea program is a tangible way to show appreciation and concern about their health beyond coffee and sugary drinks. Research shows that tea consumption can support employee well-being when aligned with workplace health initiatives (Kalvakolanu et al., 2018)

Steps to Building a Strong Tea Program

Start with a Curated Selection.

Balance familiarity with discovery. Aim for 6-8 well chosen teas. Enough to showcase variety without overwhelming staff or guests.

Classics. Breakfast blend, Earl Grey, Jasmine Green and Chamomile.
Wellness & Herbal. Peppermint, Ginger, Turmeric and Caffeine-free blends.
Signature Flavors. Locally inspired teas utilizing region specific ingredients such as herbs and fruits.

Choose Quality and Presentation.

The quality of tea service should reflect your brand's standards.

Use whole-leaf teas in pyramid bags or loose-leaf service for premium presentation.
Provide teapots, proper cups, timers and strainers for table service as needed.
Offer iced tea options that go beyond sweetened black tea. Think white peach, hibiscus, or green tea with citrus.
Offer non-alcoholic tea based specialty drinks, smoothies and mocktails.

Train Your Team.

Just like wine or cocktails, tea deserves knowledgeable service.

Select a purveyor with a professional training program to teach staff about flavor profiles, caffeine levels and food pairings.
Provide talking points (e.g. “This butterfly pea changes color when you add citrus”).
Encourage upselling by suggesting tea pairings with dessert, breakfast or spa treatments.

Integrate Tea Into the Guest Journey.

Tea can be woven into multiple touchpoints.

Welcome drink on arrival (iced herbal infusion).
Breakfast service with premium black and green teas.
Afternoon tea ritual or high tea service.
In-room dining with elegant tea service kits.
Spa & wellness menus featuring calming or detox blends.
Guest amenities in the guest rooms or for VIP gifting.

Tell a Story.

Guests connect with stories. Highlight:

Origin & sourcing (single estate, organic or local ingredients).
Cultural rituals (Japanese matcha, Hawaiian herbal blends).
Sustainability (eco-friendly, compostable and biodegradable packaging, sustainable and regenerative ingredients, direct trade).

Monitor and Refresh.

Track which teas sell, which need replacing and update the menu seasonally. A rotating special (like a holiday chai or summer iced blend) keeps the program fresh and engaging.

The Payoff

A well-executed tea program enhances the brand experience of your customer. Adding sophistication, encouraging loyalty and repeat visits and creating opportunities for upselling. Just as wine and cocktails have evolved in restaurants and hotels, tea is the next frontier for elevated service.

Pro Tip: Partner with a premium tea supplier who can provide not just products but also staff training, menu development and marketing support. To learn more about what Tea Chest Hawaii has to offer click here.

References

Beaton, K. (2021). Teatime and Beyond: A Look at the Future of Tea. The Food Institute. Retrieved from https://foodinstitute.com/focus/teatime-and-beyond-a-look-at-the-future-of-tea/

DHR. (n.d.) Functional Tea Market (By Type: Green Tea, Herbal Tea, Flower Tea, and Others, By Form: Loose Leaves, Bags, and Powder, By Function: Immunity, Botox, Weight Loss, By Distribution Channel)- Global Market Size, Share, Growth, Trends, Statistics Analysis Report, By Region, and Segment Forecasts 2025 to 2033. Data Horizzon Research. Retrieved from https://datahorizzonresearch.com/functional-tea-market-3019?

Grand View Research. (2024). Tea Market (2025-2030). Retrieved from https://www.grandviewresearch.com/industry-analysis/tea-market

Hansen, K. (2025). The Value of Tea Tastings in Hotels and Resorts. World Tea News. Retrieved from https://www.worldteanews.com/best-practices/value-tea-tastings-hotels-and-resorts

International Luxury Hotel Association. (n.d.). How a simple Cup of Tea can impact the guest experience and increase revenue. Retrieved from https://ilha.org/how-a-simple-cup-of-tea-can-impact-the-guest-experience-and-increase-revenue/

Kalvakolanu, S. et al. (2018). Tea Consumption Can Ascertain Employee Wellness: An Exploration. ResearchGate. Retrieved from https://www.researchgate.net/publication/338175074_Tea_Consumption_Can_Ascertain_Employee_Wellness_An_Exploration

News Desk. (2017). Brews of the world: the success story of premium tea. The Caterer. Retrieved from https://www.thecaterer.com/indepth/brews-of-the-world-the-success-story-of-premium-tea?

NIQ. (2024). The State of Wellness and Better for Products. Health & Wellness, Industry Trends. https://nielseniq.com/global/en/insights/analysis/2024/state-of-better-for/

United States Census Bureau. (2024). National Hot Tea Month: January 2024. Retrieved from https://www.census.gov/newsroom/stories/hot-tea-month.html