New research, released today from Holiday Inn Express, part of IHG Hotels & Resorts, has found that Gen Z’s and Millennials are enjoying their gigs differently, with millennials going all out and feeling fried the next day, while their younger counterparts are taking things easier and waking up fresh.
It found that over half (51%) of Millennials stay for the encore after a show, whereas 39% of Gen-Z leave early to miss the transport rush.
The day after attending a live music event, 56% of Millennials feel tired and worn out – but 41% of Gen-Z feel fresh and energised.
Before a concert, a quarter of Gen-Z (25%) take a nap, while over a third (34%) of Millennials enjoy an energy drink to prep for the night ahead.
In response, Holiday Inn Express has created complimentary Fresh or Fried care packages, available at check-in across select properties in the UK and Ireland, for concert goers to have everything they need to recover the morning after a concert, whether they are up all night or pacing themselves.
The packages include caffeinated gum, under eye cooling masks and hydration sachets for the Fried travellers, and earplugs, sleep pulse point rollerball and organic chocolate for those feeling fresher.
All guests need to do is say “Fresh” or “Fried” at check in.
As part of the campaign, Holiday Inn Express has also partnered with presenters AJ Odudu and Will Best who perfectly personify the Fresh and Fried personas.
John Wright, vice president, mainstream brands, EMEAA of IHG Hotels & Resorts, said: “Our research shows that people are travelling for live music events more than ever, and many of our Holiday Inn Express guests book specifically to stay for those occasions.
“With so many major artists performing in concerts and festivals across key cities in the UK & Ireland this summer, we wanted to better understand the next generation of travellers – particularly those aged 35 and under – and explore not only how they enjoy the events themselves, but also how they unwind and recover afterwards.
“Naturally, this links directly to what they look for in a hotel when travelling for music – both when they return after the gig and when they wake up the following morning.
“We found it fascinating that Gen Z are taking things slower at concerts and waking up fresher, while millennials tend to feel a little more ‘fried’ and in need of extra TLC the next day.
“That’s why we’ve introduced our Fresh and Fried boxes at participating Holiday Inn Express hotels across the UK & Ireland – catering to both post-gig personas.”
He added: “Combined with our signature offerings of free hot breakfasts and comfy beds, we’ve been able to connect with younger audiences at a time when they’re prioritising music and travel more than ever, keeping us front of mind for future bookings.”
