Coffee is fast becoming a new metric for luxury – ethically sourced, meticulously crafted, barista-quality coffee experiences have become central to consumer’s perception of luxury hospitality in 2025.
Australia’s hospitality industry is in a notable transformation period, driven by the rising demand for these premium coffee experiences. La Marzocco Australia’s Future of Coffee Report 2025 acknowledges that specialty coffee is no longer considered a luxury add-on – it has become a strategic necessity for businesses aiming to strengthen brand identity, enhance customer loyalty, and drive sustainable revenue growth.
The report highlights 68% of café owners recognise the pivotal role high-quality machinery plays in delivering consistent coffee and plan to invest in premium equipment throughout 2025. This reflects the growing understanding that equipment is more than just operational, it is instrumental in maintaining quality, efficiency, and consumer satisfaction.
Simultaneously, there is a shift in consumer demand towards ethically sourced coffee, growing 30% year-on- year. This trend underscores a shift in consumer expectations, and a stronger emphasis on sustainability, transparency, and social responsibility within the coffee supply chain.
From boutique cafes to five-star hotels and corporate environments – businesses are increasingly recognising the value of exceptional coffee in shaping consumer perception and loyalty. This acts as an opportunity for hotel groups to reposition coffee, from an afterthought to a central element of the guest experience.
“Coffee can make or break someone’s stay. It’s mission critical to get it right.” – Ben Creek, Director of Food and Beverage (Pacific), Accor.
These insights, informed by collaboration with leading industry professionals, reveal three key shifts that are defining the future of coffee in Australia; a pronounced rise in demand for ethically sourced, traceable coffee, increased integration of technology to enhance consistency and reduce manual intervention, and a move toward coffee as a curated, experience-led offering.
Barry Moore, Managing Director of La Marzocco Australia, articulates the evolving expectations clearly: “In 2025, serving a good cup of coffee is no longer enough – it must be exceptional. Today’s customers are more discerning, and they’re willing to pay a premium for
ethically sources, expertly prepared coffee. This demands that businesses elevate both their sourcing standards and service quality.”
Reflecting on this evolution, luxury brands and hospitality venues are embracing more immersive, experience-driven coffee services. Single-origin tastings, latte art workshops, and coffee-based cocktail menus are redefining a broader consumer engagement strategy.
The consumer experience is an ever- evolving landscape, paralleled by the growth in connectivity. The integration of automation, with connected espresso machines, precision grinders, and workflow management tools has become integral in allowing baristas to prioritise customer interaction, without compromising quality or efficiency. In 2025, serving a good cup of coffee is no longer enough – it must be exceptional.
Connect with the La Marzocco Sales Team at sales.au@lamarzocco.com to explore opportunities to elevate your offering.
La Marzocco’s Future of Coffee Report 2025 serves as a timely and authoritative resource for industry stakeholders navigating this evolving landscape.
Connect with the La Marzocco Sales Team at sales.au@lamarzocco.com to explore opportunities to elevate your offering.