Hilton announces global coffee offer to encourage connections and ignite fresh ideas.
SINGAPORE – Despite living in a digital age, business professionals still prefer face-to-face meetings. According to a recent global study by Hilton Worldwide, more than two-thirds of professionals, ranging from millennials to age 65+, overwhelmingly prefer meeting in-person over any other collaboration method. The study, which polled business professionals across the U.S., UK and China, uncovered the value of face-to-face interactions and specifically the role of coffee and tea in productive meetings.
Other survey findings included:
- Wired up world: While Americans are well known for their coffee enthusiasm, surprisingly, the UK and China value their kick-start beverages more in the business world. More professionals in the UK (61 percent) and China (58 percent) agree that the most successful meetings happen over coffee and tea – compared to their counterparts in the U.S. (44 percent).
- Sipping on success: 68 percent of professionals in the UK and more than half of Chinese respondents (59 percent) say that coffee and tea are important to contributing to a successful in-person meeting.
- Brewed to perfection: Chinese professionals and U.S. millennials value the quality of coffee and tea. 54 percent of Chinese and 51 percent of millennials say that if it is going to be served in a meeting, then it must be high quality.
- Coffee dates: More than half of Chinese respondents (53 percent) say that the best way to connect with a colleague or professional contact is over coffee and tea.
- City sips: 71 percent of city dwellers in the U.S. say coffee is important to successful meetings.
- Connection and Comfort: The Chinese believe most strongly in the connection power of coffee, with 54 percent of professionals in China saying that coffee/tea makes people feel more connected (only 43 percent US and 37 percent UK) and 56 percent saying that talking over coffee/tea makes people feel more comfortable.
And Comfort Counts in China: 67 percent of Chinese would rather be in a 2-hour meeting in a comfortable room than in a 15 minute meeting in an uncomfortable room. Meanwhile, 76 percent of Chinese say that ambience/decor is also important for a successful meeting, and 88 percent prefer a formal / traditional meeting space.
To encourage connections and ignite powerful ideas over coffee, Hilton launched a global coffee promotion, providing complimentary coffee or tea for the first meeting break at participating Hilton properties. Meetings booked now through November 15, which take place before March 31, 2016, are eligible for the offer.
“The most impactful events involve face-to-face interactions that allow individuals to connect on a personal level,” said Andrew Flack, vice president, global marketing, Hilton Worldwide. “It’s interesting to see that, throughout the world, while we differ subtly in how we conduct meetings, we agree on the value of collaboration – which is often fueled by coffee or tea. We’re excited to provide our meeting professional partners an opportunity to deliver the necessary elements to drive impactful meetings and great experiences for attendees.”
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