Hoteliers looking for ways to make US customers feel more comfortable need look no further than a piece of pie, according to new research.
In a survey by Sheraton's Four Points hotels, 90% of Americans felt a slice of pie was one of the simple pleasures in life and reminded them of good times.
Classic apple pie was the favourite individual flavour with 17% of the vote, but pecan, chocolate and pumpkin also had loyal followings garnering 10% support each.
For those in the mood for love the chocolate variety was the clear winner, with 27% associating it with romance, while berry pies floundered with only 2% associating them with Cupid's Arrow.
The study also found that pie, for many, was a guilty pleasure, with six million men admitting to eating the last piece of pie and then denying it.
Other charming male habits included eating pies with hands, in just their underwear and gorging on a whole pie in one sitting.
Four Points has launched its Pie Portrait of America programme in conjunction with the release of the 1,000 strong study. The programme will see all hotels providing pie in their restaurants and on room-service menus, as well as wafting an apple-cinnamon pie scent into lobbies to put guests at ease.
By Emily Manson