AJ Odudu and Will Best team up to launch Holiday Inn Express’ Fresh or Fried packages
(IN SHORT) Holiday Inn Express’s new research identifies two concert‑goer personas—“Fresh” (Gen Z) and “Fried” (Millennials)—highlighting how each generation preps for, endures, and recovers from live music events. While Millennials dive deep into nostalgia-fueled nights and wake up feeling “fried,” Gen Z balances excitement with self‑care to stay “fresh.” To support both styles, Holiday Inn Express and IHG have launched limited‑edition care packages, stocked with hydration, sleep aids, caffeine gum, and more, available at select UK & Ireland hotels and online. TV personalities AJ Odudu and Will Best champion the kits—“Fried” for late‑night revelers and “Fresh” for early‑morning risers—ensuring every guest enjoys a restful bed, free breakfast, and a seamless morning-after experience.
(PRESS RELEASE) BERKSHIRE, UK, 2025-Jul-24 — /Travel PR News/ — As this summer’s pop revival reaches its peak—with Oasis, Billie Eilish, and Sam Fender among the most eagerly anticipated acts—Holiday Inn Express, in partnership with IHG, reveals fresh insights into two distinct concert‑goer mindsets: “Fresh” and “Fried.” Their new research shows that while nearly 80% of UK music fans are willing to trek up to 1,000 miles for a live show, Millennials and Gen Z approach the experience in markedly different ways.
Millennials are leaning into nostalgia-fueled nights, with 56% admitting they feel “fried” the next morning, often skipping skincare routines (24%) and scrolling late into the night (36%). Gen Z, by contrast, aim to stay “fresh,” with 40% leaving gigs early, 76% rehydrating promptly, and 81% hopping straight into the shower. Pre-show rituals also diverge: one in four Gen Z fans naps before the show, whereas 34% of Millennials reach for an energy drink.
The after‑party habits further underscore this split. Almost 40% of Millennials enjoy a lazy recovery day—sleeping in, rehydrating, and replaying music—while more than a quarter of Gen Z seize the morning with exercise, healthy breakfasts (48%), or workouts (25%).
To cater to both camps, Holiday Inn Express has teamed up with presenters AJ Odudu and Will Best to create limited-edition “Fresh or Fried” care packages. Each kit is packed with essentials—from hydration sachets and under‑eye cooling masks to caffeine gum and sleep‑enhancing essential oils—curated to match whether you’re hitting snooze or hitting the gym. These bundles are available now at select UK & Ireland Holiday Inn Express locations, and a limited number can be claimed online at hiexfreshfried.com, while stocks last.
AJ Odudu shares, “I’m a night owl—concerts fuel my second wind! After dancing all night, the ‘Fried’ package is perfect to recharge me.” Will Best adds, “I love gigs but still need to be up early for breakfast radio. A solid sleep, strong coffee, and a hearty breakfast from the ‘Fresh’ kit set me up right.”
Regardless of whether guests stay out until dawn or prioritize self‑care, Holiday Inn Express promises restful beds, blackout blinds, free hot breakfast, and a convenient location—everything needed for an ideal post‑gig recovery, says John Wright, Vice President of Mainstream Brands for IHG EMEAA.
Guests can request their “Fresh” or “Fried” package at check‑in—simply state your persona—and pick one up between July 24 and September 24, 2025, at participating Holiday Inn Express properties across the UK and Ireland.
Media contact:
media@ihg.com
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