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The results of a newly commissioned survey reveals global coffee and travel habits. The 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 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.
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.
The survey was conducted Le Méridien Hotels in conjunction of launching its Master Barista initiative.
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