More People Choose Coffee Over Sex for Morning Buzz

Study Also Finds Global Travelers Would Rather Say “Au Revoir” to Sex, Alcohol or Social Media than Coffee for One Year

Le Méridien to Add More Than 100 Master Baristas at Hotels around the World as Part of Initiative to Meet Growing Coffee Culture Demands  

Le Méridien Hotels & Resorts today 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 Méridien 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 Méridien 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.