Gig, Sleep, Repeat: AJ Odudu and Will Best Team Up with Holiday Inn Express to Launch Gig Care Packages for the Ultimate Summer of Pop

• As the Summer of Pop continues, headliners including Oasis, Billie Eilish and Sam Fender top the list of artists concertgoers are most excited about, according to new research from Holiday Inn Express
• Millennials and Gen Z are taking very different approaches to gig-going, with the former going all-out, and their younger counterparts pacing themselves
• 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

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% 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 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 & 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.

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: [i"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.”[/i]

Guests can pick up a Fresh or Fried package between 24^th July and 24^th 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.

IHG Hotels & Resorts (tickers: LON:IHG for Ordinary Shares; NYSE: IHG for ADRs) is a global hospitality company, with a purpose to provide True Hospitality for Good.

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The Holiday Inn Express Fresh or Fried Offer (the “Offer”) consists of limited edition packages available while supplies last. It is redeemable by hotel guests and online at www.hiexfreshfried.com from 24 July to 24 September 2025.

For hotel guests staying at participating hotels between 24 July and 24 September 2025 (the “Stay Dates”), packages can be redeemed at the front desk of participating Holiday Inn Express properties in the UK and Ireland while supplies last. A full list of participating properties is available here. Limit one package (“Fresh” or “Fried”) per customer. This Offer cannot be combined with other offers or discounts on bookings from Holiday Inn Express and IHG Hotels & Resorts.

IHG and Holiday Inn Express reserve the right to withdraw, suspend or modify this Offer or amend these terms and conditions without prior notice at any time with or without notice and without any liability. To the extent permitted by applicable law, IHG and Holiday Inn Express reserve the right of final interpretation of this Offer.

Products / brands contained within the Fresh and Fried packages have not endorsed this campaign. Packages intended for individuals 18 years of age or older. Please read and follow all safety information, labels, and usage instructions before using any product. Holiday Inn Express accepts no responsibility for misuse or adverse reactions.

©2025 IHG Hotels Limited, Windsor One, Arthur Road, Windsor, Berkshire, SL4 1RS, UK. All rights reserved. Most hotels are independently owned and/or operated.

Survey details: This online survey of 2000 UK Adults who have attended a live music event was commissioned by Allison on behalf of Holiday Inn Express and conducted by market research company OnePoll, in accordance with the Market Research Society’s code of conduct. Data was collected between 11/07/2025 and 14/07/2025. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.

Package details: In response to these opposing generational habits, the boxes include the following must-haves:

• Holiday Inn Express Fresh Box:
  
  1. Sleep enhancing essential oil roll on
  2. Earplugs
  3. Mouth tape
  4. Fresh playlist
• Holiday Inn Express Fried Box:
  
  1. Reusable tumbler
  2. Caffeinated gum
  3. Hydration sachets
  4. Under-eye cooling masks
  5. Fried playlist

For travellers on the go, Holiday Inn Express provides more where it matters most – a great night’s sleep, quality bedding, free WiFi and the free hot breakfast, all designed to help guests feel more than ready for their day. As the fastest growing brand for IHG Hotels & Resorts, Holiday Inn Express aims to enable real, human connections for our guests by providing a simple, smart travel experience. For more information, visit www.holidayinnexpress.com, and connect with us on Facebook, TikTok and Instagram.