Travel Survey: 78% of Travelers Would Rather Give Up Sex than Coffee!

Food and Beverage

More than 78% of travelers would rather give up alcohol, social media, and sex with their partners than coffee, a global coffee survey reveals. Is it time for hoteliers to wake up and smell the coffee?

Le Méridien Hotels & Resorts commissioned a global survey on coffee and travel habits as it prepares to launch a Master Baristas initiative at its hotels and resorts before year’s end.

Under the scheme, more than 100 baristers will be deployed to all of the hotel chain’s properties throughout the world.

Coffeehouse Environment

The move is part of an attempt to transform Le Méridien hotel lobbies into “a coffee house environment that stimulates dialogue and exchange – an even more integral gathering place for guests looking to cafeinate and converse”.

The baristas will undergo intensive training that goes beyond how to make that perfect cup of mocha.

Developed jointly with premier coffee brand Illy, the programme is designed to turn baristas into “coffee cultural ambassadors” that are abreast of global coffee trends in order to raise “the local community’s awareness of 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,” says Brian Povinelli, Global Brand Leader, Le Méridien and Westin.

Coffee and Travel Survey Findings

Coffee ambassadors will need to know more than how to prepare that perfect cup of java. Photo Credit: Docteur Cosmos.


“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.”

Here are some of the key findings …

  • 81% of respondents request coffee during long meetings – only 56% ask for water. 
  • 63% of respondents would rather go without alcohol than coffee when staying at a hotel.
  • 64% of respondents drink coffee while they engage in social media and travel.
  • 58% of respondents drink coffee to relax – 55% for the taste.

Le Méridien Hotels & Resorts 101

The lobby of Le Royal Méridien Shanghai: can hotel lobbies be given a European coffeehouse style ambience? Photo Credit: Starwood Hotels & Resorts Worldwide.


Based in Paris, France, Le Méridien has nearly 100 hotels and resorts in more than 40 countries. It is a member of Starwood Hotels & Resorts Worldwide.

New Le Méridien hotels or resorts will open over the next year in the following cities: Chicago, Illinois; Cairo, Egypt; Columbus, Ohio; Dhaka, Bangladesh; Ho Chi Minh City, a.k.a. Saigon, Vietnam; Istanbul, Turkey; Mahabaleshwar, India; Qingdao, China; Tampa, Florida; and Zhengzhou, China.

Can’t wait to see what the hotel lobbies of these new Le Méridien hotels and resorts look like. Will they resemble European style coffeehouses as the press release suggests?

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