Something’s Brewing among Global Travelers
When traveling the world, coffee drinkers may experiment with local flavors, but their addiction never wavers. Key findings include:
- 73% of respondents would give up television and internet in a hotel for the perfect cup of coffee.
- The majority of respondents (63%) would give up alcohol over coffee while staying at a hotel.
- Travelers also experience an emotional response to coffee, given that 58% of respondents say they generally miss the coffee experience they had while traveling.
Coffee Talk: Cups of Joe Create Conversation
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%) access social media while having coffee and traveling, all at the same time.
- While drinking coffee on the road, people like to stay connected through various channels as most respondents (72%) will either check their social media accounts or read a newspaper/magazine.
- More than half (53%) 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, Global Brand Leader, Le Méridien and Westin.
“The new Le Méridien Master Barista program, 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.”
Calling all Baristas: Le Méridien Adds more than 100 Coffee Specialists
To meet the growing demands of coffee lovers worldwide, Le Méridien today launched a new Master Barista initiative that will by end of year introduce a dedicated coffee expert to every hotel globally.
Derived from the Italian word for ‘bartender,’ the Le Méridien Master Barista will boast a technical skillset required beyond making basic coffee drinks and undergo an intensive training program, designed by Le Méridien and its global coffee partner illy.
Le Méridien Master Baristas will lead coffee-related initiatives and standards at each hotel as well as serve as lead coffee cultural ambassador, maintaining knowledge of current coffee trends while raising the local community’s awareness of coffee.
According to the survey, two-fifths of travelers also prefer to get their coffee in the hotel lobby rather than make it in-room, making Le Méridien 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.
“As a LM100 member and Master Barista, I am thrilled to further bring coffee culture to life for Le Méridien guests worldwide,” said Storm. “Coffee is an essential part of the cultural and travel landscape, and I believe that the team of Master Baristas at Le Méridien hotels around the world will enhance the awareness and appreciation of various international trends and flavors.”
