This summer, Holiday Inn Express is helping music fans recharge in style with curated post-gig Fresh or Fried care packages, whatever their concert vibe.
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IHG® Hotels & ResortsWith 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% 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% admitting they wake up feeling “fried” the next morning. In contrast, Gen Z are all about balance – nearly 40% 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% drink water, and 81% hit the shower. Millennials on the other hand are skipping the skincare (24%) and scrolling into the early hours (36%). Pre-show habits split them too with a quarter of Gen Z (25%) taking a nap before heading out, while Millennials reach for an energy drink instead (34%).
When it comes to the morning after a big live music event, almost 40% of Millennials are sleeping in and having a lazy day and rehydrating, with around a quarter sleeping lots (26%) and listening to music (23%). Contrastingly, more than a quarter (26%) of Gen Z concert goers are getting up and doing something active with their day, with nearly half eating a healthy breakfast (48%) and a quarter working out (25%).
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 Bestto 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.
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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 & Ireland. For those opting to enjoy their favourite acts from home, Holiday Inn Express will be offering a limited amount of free Fresh and Fried packages online, while stocks last.
Few capture the contrasting Fresh or Fried personas better than dynamic duo AJ Odudu and Will Best. While early riser Will slips out early to avoid the crowds, AJ keeps the energy going until the lights come on. But one thing they agree on? A restful night’s sleep and an energised start the next day.
AJ Odudu, TV presenter and broadcaster, said: “I am a night owl, and I always get a second wind, especially when in a concert environment – I definitely get that from my mum! After a full night of dancing and taking in the atmosphere, there’s nothing better than a Fried care package to recharge you.”
Will Best, TV and radio presenter, said: “I go to lots of gigs, but I still have to get up early for breakfast radio, so while I have fun and definitely indulge in some questionable dad dancing, I still like to wind down properly afterwards. A great sleep, strong coffee and a decent breakfast, is what I need when I get up so I’m ready to tackle the day”.
Although the morning after a big gig might look different for the two generations, they do agree on what they look for in a hotel when staying after a concert, prioritising a good location, comfy bed, great duvets and pillows, and free breakfast.
John Wright, Vice President, Mainstream Brands, EMEAA, IHG Hotels & Resorts, said: “No matter if you stay up until dawn or if you’re a self-care enthusiast who prefers a more relaxed concert experience, Holiday Inn Express is here for you, with comfy quality bedding, free hot breakfast and blackout blinds helping every guest have a great start to their day. The Fresh or Fried packages are designed with distinct personas and guests gig routines and behaviours in mind, to ensure everyone can enjoy iconic summer concerts, and the morning after, in a way that suits them best.”
Guests can pick up a Fresh or Fried package between 24th July and 24th September 2025 at select Holiday Inn Express properties across the UK and Ireland, while stocks last. To claim one, all guests need to do is say their chosen persona “Fresh” or “Fried” at check-in, and they’ll receive a care package tailored to suit their concert vibe. There are also a select number of care packages to order for free from www.hiexfreshfried.com.
To find out the full list of participating properties or to book your next stay with Holiday Inn Express hotels, visit here.
Source: IHG
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