For the Love of Coffee

Global hotel brand Citadines is using coffee as a key connector for travellers in new cities. Across 2026, Citadines’ Australian activations continue to evolve, offering new moments of connection through coffee.

For many people, coffee is more than just a simple beverage, but for travellers, it’s often the first meaningful connection to a new city and helps provide a sense of place.

Hotel brand Citadines has tapped into the universal language of coffee through its global For the Love of Coffee brand signature, an initiative designed to help immerse guests in the unique café cultures that define urban life all around the world, while offering added value for members of the free to join Ascott Star Rewards loyalty program through exclusive discounts and guest perks.

“At Citadines, we design our guest experience around living like a local, and coffee naturally sits at the heart of that philosophy. It’s a daily moment of comfort, connection and discovery, whether you’re travelling for work or leisure,” says Citadines.

“Coffee provides an authentic way for Citadines to connect guests not just to our spaces, but to the neighbourhoods and cultures that surround them.

“For the Love of Coffee was inspired by a simple but universal travel truth: coffee is often the first ritual people seek out when they arrive in a new city.”

Citadines, which is part of The Ascott Limited portfolio, has built its global presence on the philosophy of ‘For the Love of Cities’, where it aims to celebrate the character and rhythms of the destinations where it is active. This extension, through coffee, is a natural way to do that.

Launched globally in 2021, the program brings together a year-round calendar of activations across Citadines locations, including in Australia. Workshops, pop-ups, roaster collaborations, and curated café experiences are all on the menu around the world.

More than 120 coffee activations have been completed in more than 100 cities in 31 countries since the launch, the brand’s most extensive participation to date.

Currently, Citadines operates five locations around Australia in Melbourne, Sydney, and Perth, with a sixth location due to open in Hobart in 2026.

Across Australia, For the Love of Coffee has previously been brought to life in city specific ways, with each Citadines property interpreting the initiative through the lens of its local coffee culture. These past activations offer a glimpse into the types of experiences guests may encounter as the program continues to evolve, showcasing how coffee has been used as a starting point for connection, discovery and local immersion.

Melbourne’s world-renowned café scene has been heroed through For the Love of Coffee at Citadines on Bourke Melbourne location, with guests invited to explore a neighbourhood coffee map that highlights local favourites and partner cafés.

Complimentary coffee has also been available at partner cafés such as Oli & Levi, while a ‘guess the coffee beans competition’ has been designed to pique curiosity.

“In a city like Melbourne, credibility matters. Citadines approaches the coffee experience with humility and respect for the local scene,” the company says. 

“Rather than trying to reinvent Melbourne coffee culture, For the Love of Coffee aligns with it, highlighting trusted cafés, celebrating quality, and acknowledging the expertise of local coffee professionals. This ensures the experience resonates not just with visitors, but with coffee savvy locals as well.”

The trio of locations in Sydney have typically taken a different approach. Citadines Walker North Sydney challenges guests to experience coffee through the lens of mixology and hospitality, with a house coffee or Mr Black Coffee Negroni on offer at Bar Lettera.

Citadines Connect Sydney Airport has focused on convenience and connection for travellers on-the-go through a complimentary and curated coffee experience with My Three Beans.

In Western Australia, Citadines St Georges Terrace Perth has highlighted the local roasting talent in one of Australia’s emerging coffee cultures through complimentary drip coffee tastings and coffee-themed snacks, while staff-curated lists of local favourite cafés encourage guests to explore the city’s coffee landscape beyond the hotel.

Although For the Love of Coffee experiences vary from city-to-city and are available all year-round, they culminate on International Coffee Day on 1 October, when Citadines amplifies its coffee-focused programs.

As the universal language of a city, coffee serves as an unparalleled gateway into local culture and is often the first step in creating a deeper level of immersion to a new place.

Citadines says guests can expect another exciting schedule of events in 2026 and is encouraging people to get involved and share their own coffee experiences.

“We encourage guests to share their coffee discoveries organically through our Citadines Australia social media, word of mouth and in-stay engagement. By creating experiences that feel personal and authentic, guests are naturally motivated to share where they’ve been and what they’ve discovered,” says Citadines.

“Coffee has evolved from a basic amenity into a defining part of the hospitality experience. As travellers increasingly seek authenticity and local immersion, coffee offers an accessible and meaningful touchpoint. Looking ahead, Citadines sees opportunities to expand For the Love of Coffee through deeper local collaborations, curated experiences and events that bring guests, baristas and communities together.”

In 2026, Citadines guests can expect a range of coffee-led experiences designed to bring the campaign to life.

“These may include curated café collaborations, limited time tastings, barista-led storytelling sessions and city specific activations that reflect local coffee culture.

“While details will vary by location, the focus will remain on quality, community and meaningful connection.” 

For more information, visit discoverasr.com/citadines