Frequent travellers would not only forgo hotel amenities for coffee, most of them would even go without sex for a year, claimed a survey.
Le Meridien Hotels & Resorts revealed the results of a newly-commissioned survey on global coffee and travel habits last Friday.
Over half of the global respondents (53%) said coffee surpasses sex as the ideal wake-up call, while almost three-quarters (73%) of those surveyed would give up television and Internet in a hotel for the perfect cup of coffee.
The global study involved coffee drinkers and frequent travellers from six countries from India, US, China and the UAE, among other key markets.
The study of the modern traveller, said Le Meridien, shows that while travel usually provides a break from the daily routine, survey results illustrate that coffee remains an "on-the-go necessity" as, on average, people drink more coffee when they are away from home.
Seeing that an "overwhelming" 78 per cent of respondents would rather forfeit alcohol, social media or sex with their spouse for a year than forfeit coffee, Le Meridien said this proves that a bean buzz remains the ultimate high.