Le Meridien survey finds Global Travelers Prefer Coffee to Sex, Alcohol or Social Media

I’ll spill the beans. Admittedly, I am sitting in front of my computer drinking a cup of coffee this morning, but given the choice of keeping my morning coffee routine for the next year and abstaining from sex, alcohol or social media, I say – caffeine be gone.

Today, September 29, is International Coffee Day.

Le Meridien, the upper upscale French hotel brand of Starwood Hotels, commissioned a telephone study in July 2013 surveying 7,745 coffee drinkers from six countries: USA, UAE, China, France, Germany and India.

The intersection of Le Meridien Hotels and coffee becomes clear through the launching of a Master Barista global initiative for the Starwood Hotels brand.

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.”

New Le Meridien Study Reveals More People Choose Coffee over Sex for their Morning Buzz


Other coffee survey findings:

  • coffee surpasses sex as the ideal wake-up call according to more than half (53%) of the global respondents. (Take note that 55% of the survey respondents were female.)
  • 54% of respondents make their morning brew right at home. (One aspect of the survey where I am with the majority).
  • 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. (I do not know what to say!)
  • a majority of respondents (64%) access social media while having coffee and traveling, all at the same time. (Is this considered multitasking?)
  • 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. (I do enjoy reading newspapers at hotels while drinking coffee in the morning.)
  • 73% of respondents would give up television and internet in a hotel for the perfect cup of coffee. (Not for our hotel stays!)
  • The majority of respondents (63%) would give up alcohol over coffee while staying at a hotel. (So, why no dance floors at the coffee bars?)
  • 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. (I am fairly certain my beer/wine to coffee images are about 25 to 1 on Loyalty Traveler).


Fortunately I do not have to make an either/or choice between coffee and beer when staying at hotels.


Tasty Berlin memories.

Does that perfect cup of coffee fulfill your desires more than TV, internet, alcohol and sex?

About Ric Garrido

Ric Garrido of Monterey, California started Loyalty Traveler in 2006 for traveler education on hotel and air travel, primarily using frequent flyer and frequent guest loyalty programs for bargain travel. Loyalty Traveler joined in 2008.

More articles by Ric Garrido »


  1. “One More Cup Of Coffee”

    Your breath is sweet
    Your eyes are like two jewels in the sky
    Your back is straight your hair is smooth
    On the pillow where you lie
    But I don’t sense affection
    No gratitude or love
    Your loyalty is not to me
    But to the stars above

    One more cup of coffee for the road
    One more cup of coffee ‘fore I go.
    To the valley below.

    Bob Dylan – One More Cup of Coffee (1976)

  2. My wife is a coffee addict – when she misses her 2 cups in the morning, she gets a headache. When I once made a suggestion to take a caffeine pill instead, she nearly bit my head off. I suppose there are worse addictions…

  3. My only question is can I choose one of “sex, alcohol or social media” to give up? Or is it a whole year without any of the three? I’d give up social media for a year, if that basically means Facebook and twitter.
    I do enjoy a nice cup of tea, so I’ve got a ready stand in for the coffee, so I certainly wouldn’t give up either of the other two.

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