A new study by Le Meridian Hotels & Resorts reveals that for many people, there isn't much they would be willing to trade for their morning cup of coffee, MarketWatch reports, even if it meant morning sex.
Le Meridian conducted their poll in advance of International Coffee Day on Sept. 29, and discovered that more than half (53 percent) of their global respondents would rather wake up to a hot cup of coffee than a sexual escapade. As for the rituals of the respondents, 54 percent make theirs at home in the morning, while 78 percent of all respondents would rather give up alcohol, social media or sex with a spouse than their daily bean buzz.
The remarkable trend isn't limited to one part of the world, as the poll was extended to travelers from six countries, including India, China and the U.S. Fifty-three percent of frequent travelers reported experiencing "nostalgia for a destination due to the cup of coffee they enjoyed while traveling."
"Coffee continues to be an increasingly important part of the travel experience, and to develop high impact programming for our Le Meridien guests, it was important that we had an understanding of global coffee trends," Le Meridian and Westin spokesperson Brian Povinelli said in a press release. "The new Le Meridien Master Barista program, derived from key findings from our study, will further bring to life a quintessential European cafe and breakfast culture at Le Meridien hotels and resorts around the world."
Coffee has also been linked to daily connectivity, as 64 percent of respondents reported using social media while enjoying their cup of Joe.
Caffeine can also be highly addictive, which may be why in part, 22 percent of respondents reported that they cannot get out of bed without their morning coffee, and 16 percent said that without it, they are unable to talk with other people.
