As more evidence of the theory that people simply want greater access to better coffee, a Hilton Hotels press release reported today that, “Guest surveys revealed that premium coffee was the single most important in-room amenity in the upscale segment”: Hilton Unveils Upscale In-Room Coffee System; Coffee Offering Expands the Hilton Serenity Collection of Luxurious In-Room Amenities.

Hilton Hotels are just doing within their industry what McDonald’s had to do for theirs. Here the hotel chain is pursuing a greater upscale market share with quality coffee as a differentiator. In the press release, Hilton announced the launch of the “Hilton Serenity Collection in-room coffee system,” which features Lavazza coffee and a Cuisinart coffeemaker.