- 55 percent rank recaps above the event itself.
- Breakfast extremely important to 39 percent of leisure travelers.
- Costa Coffee now at 2,200-plus U.S. hotels.
HOLIDAY INN EXPRESS by IHG Hotels & Resorts launched its “Unpacking” campaign, including a 30-card conversation game recapping guests’ breakfast experience. IHG said the campaign was motivated by a brand survey in which 55 percent of Gen Z and millennial respondents said the recap is more exciting than the event itself.
The campaign, announced on Nov. 5 podcast by social media creators Brooke Averick and Connor Wood, targets an amenity that remains a booking factor, particularly for younger travelers. Technomic’s 2026 Lodging Multi Client Study, released in September, found 39 percent of leisure travelers and 35 percent of business travelers call complimentary breakfast extremely important when choosing where to stay. By tying the meal to in-person connection, Holiday Inn Express aims to turn a standard offering into a reason to book the brand.
Morning debriefs highlight the value of thoughtful comforts and meaningful connections, said Justin Alexander, Holiday Inn Express by IHG vice president of global brand management.Photo credit: Justin Alexander/LinkedIn
“We've spent decades helping guests start their day right with a fresh, hot, complimentary breakfast at over 3,000 locations worldwide,” said Justin Alexander, Holiday Inn Express by IHG vice president of global brand management. “The morning debrief reminds us that the little things matter, from hot breakfast and fresh coffee to refreshing water and a comfortable place to reconnect after an eventful night. Our research shows that some of the most memorable moments of a trip happen in the unhurried conversations that follow.”
The Morning Debrief deck’s 30 prompts run in three sets. “Last Night” asks for the night’s main character and biggest plot twist, “Unpack It” asks for hottest takes and things left unsaid, and “This Morning” asks groups to pick a shared plan and set a date.
The deck is available at 50 participating hotels, from Philadelphia-Midtown to Rio Grande City, Texas, concentrated in the East, South and Midwest. More decks will go out through surprise drops on the brand’s Instagram, TikTok and Facebook channels.
In the digital spot, “Unpacking at Holiday Inn Express by IHG,” the creators of “Brooke and Connor Make a Podcast” discuss travel issues over breakfast with Costa Coffee and smartwater, both Coca-Cola Co. brands. Holiday Inn Express announced its Costa partnership in August 2025, and the coffee is now complimentary at more than 2,200 U.S. hotels.
Talker Research surveyed 1,000 Gen Z and 1,000 millennial adults for the brand, which did not release survey dates or a margin of error. Sixty-four percent called a recap essential after a vacation, party or night out, and 73 percent said it cannot be replaced by a text or phone call.
Data behind the debrief
Post-trip debriefs help travellers savour memories, strengthen connections and inspire future adventures. Photo credit: IHG Hotels & Resorts
Approximately 83 percent want a comfortable setting and 65 percent call coffee a necessity, including 68 percent of millennials and 63 percent of Gen Z. The average debrief lasts 85 minutes and 52 percent have extended a stay to make time for one. Around 57 percent said a vacation is not over until the post-trip debrief, and 51 percent debrief with their group almost daily while traveling.
Approximately 63 percent said debriefs help them savor trip memories and 61 percent said the ritual makes them want to travel more. Top topics were funny moments at 49 percent, photos and videos at 44 percent, planning the next hangout at 40 percent, and drama or gossip at 39 percent. Eggs and omelets led food choices at 51 percent, followed by bacon or sausage at 50 percent and pancakes at 45 percent.
From cost center to selling point
Complimentary breakfast becomes a competitive advantage, driving bookings and brand value without added capital investment. Photo credit: IHG Hotels & Resorts
Holiday Inn Express, IHG’s fastest-growing brand, serves complimentary hot breakfast at more than 3,000 locations worldwide. The brand competes in the value and midscale segments, where operators are competing harder for bookings. For franchisees, the campaign adds brand-funded marketing and a supplier-backed coffee program to an amenity they already pay to operate, without property-level capital spending.
Technomic’s data shows breakfast shapes where guests stay, but the campaign’s value to owners depends on whether it lifts review scores, length of stay and repeat bookings. The brand’s survey suggests guests will stay longer to debrief, but it does not measure revenue.
The next test is whether IHG expands the game beyond 50 hotels or builds group seating into breakfast-area standards for new and renovated properties. For developers, that would mark a shift toward treating breakfast space as a guest-experience asset rather than a cost center.
