KUALA LUMPUR - Morning sex - is that on your "wake-up menu" especially when you travel? Apparently results from a recent global survey found that 53 per cent would rather have coffee.
And a majority of respondents (51 per cent) feel they could go longer without sex than without coffee!
If abstinence be thy name, then an overwhelming 78 per cent 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.
This results emerged from a Le Méridien Hotels & Resorts survey of coffee drinkers and frequent travellers in six countries - the United States, Dubai, China, France, Germany, and India. It was conducted via telephone and comprised 7,455 coffee drinkers.
45 per cent of the respondents were male and 55 per cent were female.
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 flavours from around the world are so distinct that a majority of seasoned jetsetters (53 per cent) claim to have experienced nostalgia for a destination due to the cup of coffee they enjoyed while travelling.
When travelling the world, coffee drinkers may experiment with local flavors, but their addiction never wavers. Key findings include:
- 73 per cent of respondents would give up television and Internet in a hotel for the perfect cup of coffee.
- A majority of respondents (63 per cent) would give up alcohol over coffee while staying at a hotel.
- Travellers also experience an emotional response to coffee, given that 58 per cent of respondents say they generally miss the coffee experience, while travelling.
Perhaps that could be because that 54 per cent of respondents make their morning brew right at home.
But why do people seem fixated on caffeine? Surprisingly, the Le Méridien brand's study found that most people (58 per cent) prefer to drink coffee to relax, while 55 per cent also drink it primarily for the taste.
Of all the effects felt from lack of coffee, approximately one-fourth (28 per cent) feel less creative, 22 per cent cannot get out of bed, and 16 per cent 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 per cent), while only 56 per cent would request water.
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 per cent) access social media while having coffee and travelling, all at the same time.
While drinking coffee on the road, people like to stay connected through various channels as most respondents (72 per cent) will either check their social media accounts or read a newspaper/magazine. More than half (53 per cent) 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 Méridien guests, it was important that we had an understanding of global coffee trends," said Brian Povinelli, Le Méridien and Westin global brand leader.
"The new Le Méridien Master Barista programme, derived from key findings from our study, will further bring to life a quintessential European café and breakfast culture at Le Méridien hotels and resorts around the world."
The results were released recently in conjunction with International Coffee Day on Sep 29.