UK | Holiday Inn Express has introduced Fresh or Fried, a care package designed for Gen Z travellers making the most of the summer festival season.
With the Summer of Pop in full swing, fuelled by a Britpop revival and the highly anticipated comeback of Oasis, new research commissioned from Holiday Inn Express by IHG, reveals two distinct gig personas among Millennials and Gen Z: Fresh or Fried.
Excitement is high across the board with nearly 80 percent of Brits willing to travel up to 1,000 miles to see their favourite artist this summer. And while both generations are packing their calendars with iconic performances, they’re taking very different approaches to the overall gig experience. The research, from Holiday Inn Express, shows Millennials are diving headfirst into the nostalgia, reliving long-time favourites like Oasis and staying out late, with 56 percent admitting they wake up feeling “fried” the next morning. In contrast, Gen Z are all about balance, nearly 40 percent prefer to make an early exit to stay “fresh” and avoid the post-show slump the next day.
Once home from the concert, the younger generation goes straight into self-care mode, 76 percent drink water, and 81 percent hit the shower. Millennials on the other hand are skipping the skincare (24 percent) and scrolling into the early hours (36 percent). Pre-show habits split them too with a quarter of Gen Z (25 percent) taking a nap before heading out, while Millennials reach for an energy drink instead (34 percent).
When it comes to the morning after a big live music event, almost 40 percent of Millennials are sleeping in and having a lazy day and rehydrating, with around a quarter sleeping lots (26 percent) and listening to music (23 percent). Contrastingly, more than a quarter (26 percent) of Gen Z concert goers are getting up and doing something active with their day, with nearly half eating a healthy breakfast (48 percent) and a quarter working out (25 percent).
These two contrasting styles are defining this summer’s music season. To help fans bounce back after an energetic night, Holiday Inn Express has teamed up with music enthusiasts AJ Odudu and Will Best to launch limited-edition ‘Fresh or Fried’ care packages, curated to match every morning-after mood, whether guests are ready to hit the snooze button or hit the gym.
Packed with essentials such as hydration sachets, earplugs, caffeine gum, sleep enhancing essential oils and under eye cooling masks, the two different kits are designed to suit guests pre- and post-concert vibe, whatever that may be. The ‘Fresh or Fried’ packages are available now at select Holiday Inn Express hotels in the UK and Ireland.
More news here.
