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New Le Meridien study reveals more people choose coffee over sex for their morning buzz

Tatiana Rokou - 30 September 2013, 10:17

Study also finds global travelers would rather say “Au Revoir” to sex, alcohol or Social Media than coffee for one year.


NEW YORK - Le Meridien Hotels & Resorts revealed the results of a newly commissioned survey on global coffee and travel habits as the Paris-born brand begins to roll-out Master Baristas at its hotels and resorts worldwide by end of year. The Le Meridien survey, conducted in advance of International Coffee Day on September 29, found that coffee surpasses sex as the ideal wake-up call according to more than half (53%) of the global respondents. The study also established that coffee drinkers are addicted to this morning ritual as 54% of respondents make their morning brew right at home and an overwhelming 78% would rather give up alcohol, social media or sex with their spouse for a year rather than forfeit coffee – proving that a bean buzz remains the ultimate high.

The new global study of coffee drinkers and frequent travelers in six countries – from India to the US, China to UAE, among other key markets – uncovers how today’s ‘mega-travelers’ get their caffeine fix. While travel usually provides a break from the daily routine, the survey shows that coffee remains an on-the-go necessity as, on average, people drink more coffee when they are away from home. Coffee traditions and flavors from around the world are so distinct that a majority of seasoned jetsetters (53%) claim to have experienced nostalgia for a destination due to the cup of coffee they enjoyed while traveling.

Spilling the Beans: Coffee Habits Fuel the Day
A ubiquitous necessity and source of energy, the coffee one consumes – and how much – can say a lot.

  • Surprisingly, the Le Meridien brand’s study found that most people (58%) prefer to drink coffee to relax, while 55% also drink it primarily for the taste.
  • A majority of respondents (51%) feel they could go longer without sex than without coffee.
  • Of all the effects felt from lack of coffee, approximately one-fourth (28%) feel less creative, 22% cannot get out of bed, and 16% say that they are not able to talk to other people without it.
  • The vast majority of people need a coffee caffeinated kick during long meetings (81%), while only 56% would request water.
Something’s Brewing among Global Travelers
When traveling the world, coffee drinkers may experiment with local flavors, but their addiction never wavers. Key findings include:
  • 73% of respondents would give up television and internet in a hotel for the perfect cup of coffee.
  • The majority of respondents (63%) would give up alcohol over coffee while staying at a hotel.
  • Travelers also experience an emotional response to coffee, given that 58% of respondents say they generally miss the coffee experience they had while traveling.
Coffee Talk: Cups of Joe Create Conversation
With speed of information, convenience and connectivity leading the charge in today’s society, it is no wonder that coffee and social media are closely intertwined.
  • The global study found that a majority of respondents (64%) access social media while having coffee and traveling, all at the same time.
  • While drinking coffee on the road, people like to stay connected through various channels as most respondents (72%) will either check their social media accounts or read a newspaper/magazine.
  • More than half (53%) said that if they were going to post a beverage on their social media accounts while traveling, it would be coffee.
“Coffee continues to be an increasingly important part of the travel experience, and to develop high impact programming for our Le Meridien guests, it was important that we had an understanding of global coffee trends,” said Brian Povinelli, Global Brand Leader, Le Meridien and Westin. “The new Le Meridien Master Barista program, derived from key findings from our study, will further bring to life a quintessential European cafe and breakfast culture at Le Meridien hotels and resorts around the world.”

Calling all Baristas: Le Meridien Adds more than 100 Coffee Specialists
To meet the growing demands of coffee lovers worldwide, Le Meridien today launched a new Master Barista initiative that will by end of year introduce a dedicated coffee expert to every hotel globally. Derived from the Italian word for ‘bartender,’ the Le Meridien Master Barista will boast a technical skillset required beyond making basic coffee drinks and undergo an intensive training program, designed by Le Meridien and its global coffee partner illy. Le Meridien Master Baristas will lead coffee-related initiatives and standards at each hotel as well as serve as lead coffee cultural ambassador, maintaining knowledge of current coffee trends while raising the local community’s awareness of coffee. According to the survey, two-fifths of travelers also prefer to get their coffee in the hotel lobby rather than make it in-room, making Le Meridien Hub — a reinterpretation of the traditional lobby into a coffeehouse environment that stimulates dialogue and exchange — an even more integral gathering place for guests looking to caffeinate and converse.

“As a LM100 member and Master Barista, I am thrilled to further bring coffee culture to life for Le Meridien guests worldwide,” said Storm. “Coffee is an essential part of the cultural and travel landscape, and I believe that the team of Master Baristas at Le Meridien hotels around the world will enhance the awareness and appreciation of various international trends and flavors.”

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