# Branded Pillow Fight Events Premier Inn's Pillow Fight Club Helps to Recycle Soft Furnishings By Laura McQuarrie | Published 2019-09-30 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/premier-inn-pillow-fight-club References: [prexamples](https://www.prexamples.com/2019/09/premier-inn-launches-pillow-fight-club-and-we-all-know-the-first-rule/) & [premierinn](https://www.premierinn.com/gb/en/news/2019/buy-our-pillows.html) [Premier Inn](https://www.trendhunter.com/trends/premier-foods-and-sony-pictures) is gearing up to release a brand new pillow across its 800 hotels and to make the most of its existing soft furnishings, the hotel chain is introducing a [Pillow Fight Club](https://www.trendhunter.com/trends/chicken-sandwich-snuggler). 300,000 leftover pillows will be used to create [Pillow Fight Clubs](https://www.trendhunter.com/trends/adjustable-memory-foam-pillow) in cities across the UK—or people of all ages can start their own with as little as two players, two opponents and a referee. Premier Inn has outlined that a leg shot is worth one point and a head shot is worth five, all of which can be racked up in the course of an intense, five-minute pillow fight. To introduce its nostalgic Pillow Fight Club and events to the public, Premier Inn created a moody shot-for-shot remake of Fight Club that features a young Tyler Durden. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 15% | Activity: 53% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Sustainable Pillow Recycling:** There is an opportunity for companies to develop innovative recycling methods for soft furnishings, such as creating pillow fight clubs using leftover pillows. - **Nostalgic Marketing Campaigns:** Brands can tap into nostalgia by creating marketing campaigns that reference popular movies, like Premier Inn's remake of Fight Club to promote their pillow fight events. - **Interactive Experiences:** The concept of pillow fight clubs offers an opportunity for businesses to create interactive experiences where people can engage in fun and competitive activities. ### Industries Being Reshaped - **Hospitality:** Hotels and hospitality chains can explore initiatives like pillow fight clubs to engage guests and provide unique experiences. - **Event Planning:** Event planning companies can incorporate pillow fight clubs as a fun and entertaining activity for various events, such as team building or parties. - **Sustainable Living:** The idea of recycling soft furnishings through pillow fight clubs aligns with the sustainable living industry, providing opportunities for eco-friendly businesses. ## Related on Trend Hunter - [Pillow Paradise Events](https://www.trendhunter.com/trends/pillow-paradise.md) - [Noodle-Shaped Foam Pillows](https://www.trendhunter.com/trends/adjustable-memory-foam-pillow.md) - [Record-Breaking Retailer Slumber Parties](https://www.trendhunter.com/trends/ikea-pyjama-gathering.md) - [Crinkle-Cut Fry-Themed Body Pillows](https://www.trendhunter.com/trends/crinkle-cut-cuddler.md) - [In-Gym Hotels](https://www.trendhunter.com/trends/in-gym-hotel.md) - [Sustainable Hotel Brand Pillows](https://www.trendhunter.com/trends/marriott-down-alternative-eco-pillow.md) - [In-Hotel Human Dog Beds](https://www.trendhunter.com/trends/plufls.md) - [Female-Founded Luxury Pillow Brands](https://www.trendhunter.com/trends/luxury-pillow.md) - [Miniature Memory Foam Pillows](https://www.trendhunter.com/trends/mini-easy-breather-memory-foam-pillow.md)