Holiday Inn Express New Breakfast Marketing Campaign

Woman taking picture of pancakes

As the summer travel season returns, Holiday Inn Express, part of IHG Hotels & Resorts, is reminding travellers across the United States and Canada that nobody does a hot, fresh, complimentary breakfast better than them.

Through July 15, Holiday Inn Express is spotlighting its Express Start breakfast with a new marketing campaign, curated by ad agency Dagger, and airing across streaming platforms, such as Amazon and Roku, social media channels, including Instagram and Tik Tok, as well as playing in theatres.

To ensure consumers get what they want with the return of hotel breakfast, IHG Hotel & Resorts conducted tests at select hotels between November 2020 and March 2021. Findings showed that guests anticipated the return of a breakfast buffet and expressed a desire for more variety. Hence, in addition to classic favourites such as pancakes, cinnamon rolls, eggs, bacon and cereal, the breakfast menu now features healthier options, such as Chobani yoghurt and oatmeal with toppings.

“The pause in breakfast was just that – a pause. Not only are we offering the breakfast favourites our guests enjoy, but we’re doing so with added safety measures and increased menu options. It plays such a critical role in the Holiday Inn Express experience, and we’re proud that our Express Start breakfast continually receives such strong guest satisfaction scores,” said Stephanie Atiase, Vice President, IHG Hotels & Resorts and Global Brand Head for Holiday Inn Express. “Since our hotels successfully deliver on breakfast every day, we’ve invested in a U.S. and Canada media campaign that we’re sharing across multiple channels, celebrating the great breakfast combinations our guests love.”

Since debuting more than three decades ago, the promise of a fresh, hot, and complimentary breakfast has been part of the Holiday Inn Express experience worldwide. As the brand expanded, so did the menus, varying from region to region, incorporating local flavours. For example, chilaquiles are served at properties in Mexico and dumplings are served in China. Across the United States, the brand’s popular one-touch pancake machine is currently available at more than 2,300 properties.