Jetsetters would rather forgo sex and social media for coffee: survey

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.

The study also established that coffee drinkers are addicted to this morning ritual as 54 per cent of respondents make their morning brew right at home.

It also revealed that 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 travelling.

Survey results further revealed that two-fifths (40%) of travellers also prefer to get their coffee in the hotel lobby rather than make it in-room.

The Paris-born brand will also roll-out over 100 dedicated and specially-trained coffee experts or "Master Baristas" at its hotels and resorts worldwide by the end of the year.

The hotel giant is planning to make their 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.

"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 programme, 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," he added.

Le Meridien Master Barista's intensive training programme is designed by Le Meridien and its global coffee partner illy, together with LM100 member and Master Barista Fritz Storm.