“Coffee Surpasses Sex As The Ideal Wake-Up Call,” Says Starwood’s Le Meridien

(Image via WeHeartIt)

November marks the launch of Le Méridien’s new year-long campaign, “Inspiration Brewed Here,” designed to enrich and strengthen coffee culture in hotels around the world.

With the appointment of Esther Maasdam, as the Starwood brand’s first ever Global Latte Artist, Le Méridien will rollout 12 destination-inspired lattes.

“Inspiration Brewed Here” kicked off on November 11 at Le Méridien Vienna, celebrating the property’s 11-year anniversary together with the notion that Vienna is regarded as one of the epicenters of coffee culture.

“Coffee and art are essential elements for creating the inspirational environment found in our Le Méridien Hub globally.

Combining these passions through latte art is a natural extension as we help our guests unlock the destination whenever they stay with us.”

– Brian Povinelli, Global Brand Leader, Le Méridien and Westin.

(Image via WeHeartIt)

Le Méridien Hub, similar to the layout of the Ace Hotel in New York City for all of you Manhattanites reading this, transforms the hotel lobby into a coffeehouse-like atmosphere and establishes the space as a creative and curious space for travelers and locals alike to converse and interact.

Over the course of the next year, Maasdam, who was named the Dutch Latte Art Champion for four-years in a row (2011-2014), will work globally alongside local Le Meridien Master Baristas to develop local recipes and designs to help guests unlock their destination through taste and smell.

(Image via Starwood Hotels and Resorts)

“Le Méridien encourages its guests to unlock each destination via locally-inspired programming and cuisine with an eye for the arts.

Merging my work in latte art with the inspiration that travel naturally brings is an exciting and unique challenge.”

– Esther Maasdam, global latte artist for Le Méridien.

Starwood plans to have a Le Méridien Hub in each of the namesake properties by the end of 2015 to show their true passion and dedication to the mingling and mixing of coffee and art.

So much so, Starwood commissioned a survey to find out just how much people do love their brews.

The results may or may not surprise you.

For example, coffee surpassed sex as the ideal wake-up call for over 53% of travelers and 78% of people would rather give up alcohol, social media or sex with their partner for a year rather than forfeit coffee.

And if the amount of images of Starbucks beverages on social media was not testament enough (this writer did just a search for the term “coffee” and over 26 million results were populated, 16 million for the term “Starbucks”), 53% of respondents surveyed by Le Méridien said that if they were going to post on their social media accounts while in transit traveling, it would be a picture of coffee.

Globally partnering with illy, one of our absolute favourite coffee brands, we cannot wait to see how this transpires.

Cheers, friends!


Sasha H. Muradali owns the Little Pink Blog (part of Little Pink Book PR, LLC.) Sasha holds a MA International Administration with a concentration in Intercultural Communication from the University of Miami and a BS Public Relations and Dance from the University of Florida. She has been featured in Forbes, CNN and Business Week. Sasha tweets fervidly (@SashaHalima), loves Harry Potter and the colour pink. Find her on LinkedIn, get a copy of the Little Pink Blog delivered to your Kindle and ‘LIKE’ us on Facebook.

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