The rise in tea sommeliers and guided tea tastings at resorts around the world just might rival lobby coffee shops as a hot spot in hospitality.
One reason these are so successful is they embody luxury and are not run-of-the-mill offerings. They often charge a high price and are hosted in intimate settings.
At Raffles Jakarta in Indonesia’s largest city, the savory and sweet snacks at its afternoon tea are literal works of art and arranged inside a tiered birdcage. Tea choices include the Dilmah Ceylon Tea Company’s Private Reserve—a collection exclusive to the resort and curated by founder Merrill J. Fernando.
Why are they such a hit at hotels, though? “A tea experience is a perfect pairing for your stay because it taps into both the sensory and mental aspects of relaxation, enhancing the overall guest experience in a way that’s calming, mindful, and deeply rejuvenating,” says Evita Upeniece, tea sommelier at JOALI BEING, a wellness-oriented resort in the Maldives.
The property offers nine distinct tea tastings at its SAI Tea Lounge that cost $65 per guest in a group of up to six people, or $120 per person for a private session. The class schedule includes topics like “The Darjeeling Limited,” “Japanese Greens,” “Indian Teas, Without Masala” and “Into Rooibos.”
Hosting them at a dedicated tea bar on the property makes them feel more special to guests.
Tea experiences help a hotel round out its food and beverage enticements by adding an activity akin to mixology but available earlier in the day. And, for any resort that preaches relaxation, tea does just that.
“The act of enjoying tea can become a cherished daily ritual that adds structure to a relaxing day,” says Upeniece. “Whether it’s having tea to start the day mindfully or an afternoon tea session to take a break, it gives guests dedicated time for self-care.”
Given consumers’ increased interest in tea—whether that means expanding their palate by sipping varieties sourced from around the globe or learning how to brew tea more effectively at home—the best programs layer in education. For example, with a guided tea tasting, there’s an established format and a set amount of time, while also allowing opportunities for guests to ask questions or even customize what they’ll sip. For example, if they are interested in trying teas from a specific region, or only focusing on green or black teas, this can be achieved in a way that’s not possible at other beverage venues in the hotel.
“Tea isn't just about flavor. It’s intertwined with culture and history,” explains Upeniece, pointing to how the resort staff do this through sharing stories about the teas’ origins, tea traditions in certain regions, and tea-drinking rituals. “A guided tea tasting offers a more immersive, structured experience compared to just tasting tea on your own. Tasting several teas in one sitting gives our guests the chance to compare them side-by-side, heightening guests’ ability to distinguish between varieties and understand the broad spectrum of flavors available.”
It’s important to not have these tea programs exist solely in a silo as some guests might book a stay at a hotel simply because of its tea program. They may want to experience tea in other ways, too. Serving tea in the spa and making it available in guest rooms are two options. And, of course, training employees in tea knowledge is key.
At Baccarat Hotel New York in New York City, which serves afternoon tea, “the servers and the managers are well versed in the tea offerings we have,” says Leslie Lefkowitz, who handles the hotel’s communications. “Some guests are very interested in learning more.”
The most well-executed afternoon teas are far from cookie cutter. They tie into the restaurant, hotel, or bar’s vibe. Baccarat Hotel New York, a hospitality off-shoot of the crystal brand, has served afternoon tea since the hotel opened in 2015. “Afternoon tea has always been associated with hotels,” says Lefkowitz. “There’s something about tea that’s celebratory, and if you’re on vacation, it’s certainly celebratory.”
In addition to incorporating crystal glassware for cocktails as part of its mixology program, afternoon tea is also a complementary pairing. “There’s always a tie-in to an historical personality that has had some history with Baccarat crystal. We look for historical figures that have some association with the brand,” says Lefkowitz. “No one else does a tea program like that.”
Baccarat Hotel New York’s afternoon teas have become so popular they are now offered daily. There are five themed teas: King Louis XV Caviar Tea, Queen Isabella II of Spain, Le Petit Prince, Prince of Wales, and Princess of Monaco. Except for small tweaks, they’ve remained the same for the last decade, a testament to how well they are received.
“We recently added Princess Gray of Monaco Tea as a different kind of tea that’s a bit more European than just traditional English,” explains Lefkowitz, adding that holiday-themed teas are also offered at the end of each year.
The Le Petit Prince tea targets children, while the Queen Isabella II of Spain tea features plant-based food, such as black sesame matcha cake, scones, and coconut pudding with mango-passionfruit jam.
JOALI BEING also hosts afternoon tea for its guests, who arrive by seaplane from Male, the Maldives’ largest city. During these tea experiences, the goal is to inspire guests to explore more tea drinking at home. One way is by coaching in brewing techniques. “A lot of tea drinkers may be surprised to learn that water temperature and steeping time are crucial to getting the best flavor out of tea,” says Upeniece, noting as an example the different steeping times for green tea versus black tea. “Another important element to make a great cup of tea is the water itself; high-quality, fresh water is essential for a great cup of tea.”
Plan to Attend or Participate in Our Events:
- 2025 World Tea Experience at Bar & Restaurant Expo Denver, October 26-28, 2025, Denver, Colorado
- 2026 World Tea Expo, March 23-25, 2026, Las Vegas, Nevada.
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