Starbucks Coffee Company has announced plans to open 10 new coffee houses in hotels owned by Village Hotels. The first coffee house is located in the new Village Hotel in Ashton Moss which opened this month. Further openings are planned in Village Hotels-owned locations in Walsall, Elstree and South Leeds, Swansea and Maidstone, with the sites of the next four coffee houses currently being confirmed. The 10-site agreement builds on Starbucks’ growing hotel licensee business portfolio. At each new coffee house, Starbucks will provide products such as coffee, food and merchandise as well as training, operational and marketing support. Rupert Lawrie, director of business alliances, Starbucks Coffee Company (UK)., said: “We are delighted to announce this multi-site partnership with Village Hotels which builds upon our other recent openings in the hotel sector. Starbucks has successfully launched a number of coffee shops in hotel sites across North American and we are now extending this approach to the UK.” Gary Davis, CEO of Village Hotels, said: “We are always looking at ways to enhance the experience for our guests and this partnership with Starbucks is an exciting addition to our offering. “The Starbucks brand has excellent brand synergy with Village Hotels, offering the highest quality of services and products that guests know and enjoy. This partnership will also give us the opportunity to reach new customers and broaden our portfolio. Village Hotels are undergoing a massive expansion and we are hoping to extend our portfolio to 50 sites in the next five years and are looking forward to extending our partnership across more sites in the future.”