Le Méridien guests love their coffee. Coffee consumption by Le Méridien guests has grown 15 percent each year since 2007 and is now up to 7.6 million cups of coffee a year. According to a global survey commissioned by the hotel brand, coffee surpasses sex as the ideal wake-up call for 53 percent of travelers, and 78 percent of travelers said they would rather give up alcohol, social media or sex for a year rather than forfeit coffee.
To stay relevant with its coffee-loving guests, Le Méridien launched a campaign on Tuesday to strengthen coffee culture in its hotels around the world. The campaign, appropriately titled Inspiration Brewed Here, embraces two key passions of the Le Méridien brand: art and coffee. With the appointment of Esther Maasdam as the first ever global latte artist for the brand (Maasdam was named Dutch Latte Art Champion the last four years in a row), the hotel chain plans to help guests unlock the destination through local coffee culture, recipes and designs.
The campaign began with destination-inspired latte art at Le Méridien Vienna in the city regarded as the epicenter of coffee culture. The brand intends to infuse coffee-house culture into its hotel lobbies around the world, and the position of Master Barista has been created for each hotel, a position that will require intensive technical training by Le Méridien and its global coffee partner, illy.