A new study by an international hotel chain has found that its guests prefer coffee to sex as the ideal wakeup call.
Le Meridien Hotels & Resorts, which is owned by Starwood Hotels & Resorts Worldwide, released the study
as it rolls out master baristas by the end of the year.
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The survey was conducted in advance of International Coffee Day on Sept. 29, and found that 53 percent of respondents worldwide said they would rather have coffee in the morning than sex. It further found that nearly eight of 10 respondents would rather give up alcohol, social media, or sex with their spouse for a year than forfeit their caffeine fix.
Word of the study was prompting a debate on Twitter.
The methodology behind the study was not released, but Le Meridien said it surveyed frequent travelers in six countries, including the United States, China, and the United Arab Emirates. One in four people said they feel less creative without caffeine and 22 percent said they can’t even get out of bed without their fix.
Le Meridien’s Master Barista initiative involves dedicating a coffee expert to every one of its hotels. The barista will be responsible not only for making the perfect cup, but for leading coffee-related initiatives and standards at each site and being the hotel’s coffee ambassador to its guests.
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