Afternoon tea is more popular than ever as hotels get huge boost in business thanks to the brew

By Daily Mail Reporter
Last updated at 4:01 PM on 6th April 2011

For a country that considers tea their unofficial national drink, it is cause for great celebration that afternoon tea is back in vogue - and in a big way.

After years of coffee shops spring up on high streets across the country, the humble brew is fighting back.

In fact, afternoon tea has become such big business for leading hotels in the capital, that some are putting on six sittings a day to cope with demand.

Tea's up: Claridge's afternoon tea came first in a list of the nation's top tea spots

The surge in popularity of this most British of pastimes has seen major hotels reporting huge increases in the volume of bookings.

The Langham hotel, for instance, has seen a 20 per cent rise in bookings over the past year, with demand so high that guests having to book up to two months in advance to ensure a place.

Tourists and out-of-town shoppers are listing afternoon tea as a must-do event while in the capital, and business leaders in all industries are choosing to hold meetings over tea as a stylish and relaxed alternative to the power breakfast or lengthy dinner.

William Gorman, chairman of the UK Tea Council, said: 'What's been happening in the last five to six years is that tea has become incredibly popular again. Hotels in London have really started to take afternoon tea seriously. Demand for afternoon tea is colossal and it's a big earner.'

'In London hotels you get the best experience of afternoon tea anywhere in the world. The attention to details, knowledge and preparation is first class'.

Tourists are making a relaxing tea break a must-do in the capital, while businesses see it as a stylish and relaxed setting for meetings.

Claridge's was today named London's best venue for afternoon tea. The five-star hotel in Mayfair beat competition from venues including The Dorchester, The Ritz and the recently refurbished Savoy to win the Tea Guild's awards.

The competition is now in its 26th year. A team of experts took tea in hotels and tearooms across the UK to find the best experiences.

As well as being judged on variety, flavour and staff knowledge of the teas offered, experts from the Tea Guild also awarded or deducted points for quality of food service, decor, ambience and presentation.

Claridge's general manager Thomas Kochs said: 'All of the staff are passionate about creating a memorable guest experience and when it comes to serving the perfect afternoon tea, we strive to get every detail just right.

'Claridge's afternoon tea is a time-honoured indulgence, practised by generations of tea lovers.'