# Comedian-Backed Hotel Morning Campaigns The Great Wake Up Debate Campaign Was Launched by IHG By Michael Hemsworth | Published 2026-07-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-great-wake-up-debate-campaign References: [vergemagazine](https://vergemagazine.co.uk/holiday-inn-express-reveals-the-uks-most-divisive-morning-habits-from-snooze-buttons-to-breakfast-battles/) & [ihg](https://www.ihg.com/hotels/us/en/reservation)  The Great Wake Up Debate campaign has been launched by [Holiday Inn Express](https://www.trendhunter.com/trends/holiday-inn-express-1) by [IHG](https://www.trendhunter.com/trends/ihg-hotels-resorts) in partnership with comedian Rob Beckett to explore sleeping habits, morning rituals and breakfast habits amongst consumers in the UK. The campaign is launching to coincide with the summer when consumers will be taking off on holidays, enjoying a staycation and more. The campaign puts a focus on a nationwide study revealing that 82% of people follow a consistent morning routine, but feature habits that vary greatly. This includes differing habits related to what people do upon first waking, what or when they like to eat and how things differ when staying at a hotel. The Great Wake Up Debate campaign ultimately reveals that rituals might be quite different, but that everyone wants to wake up refreshed, which is something that Holiday Inn Express takes seriously. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 29% | Activity: 31% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Celebrity-backed Hospitality Research:** Comedian-led consumer studies create differentiated brand storytelling platforms where hotels can turn everyday routines into shareable cultural conversations. - **Morning Ritual Personalization:** Routine-based guest insights reveal space for hospitality brands to tailor breakfast, sleep, and wake-up experiences around diverse traveler behaviors. - **Staycation Wellness Positioning:** Seasonal travel campaigns tied to rest and refreshment highlight opportunities for hotels to compete through accessible wellbeing-focused guest experiences. ### Sectors Adopting This - **Hospitality:** Hotel brands can use behavioral research and entertainment partnerships to redefine standard amenities as emotionally resonant guest experience differentiators. - **Travel and Tourism:** Consumer interest in holidays and staycations supports campaign models that connect destination choices with familiar daily rituals and comfort cues. - **Foodservice:** Breakfast preferences within travel settings signal potential for flexible, personalized morning dining formats that better match varied consumer routines. ## Related on Trend Hunter - [Coffee-Inspired Alarms](https://www.trendhunter.com/trends/dunkin-x-hatch.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Energizing Hotel Services](https://www.trendhunter.com/trends/turn-up-service.md) - [Sweet Breakfast-Inspired Hotel Campaigns](https://www.trendhunter.com/trends/hampton-by-hilton.md) - [Waffles-Centric Travel Experiences](https://www.trendhunter.com/trends/choice-hotels-international.md) - [Humorous Hotel Campaigns](https://www.trendhunter.com/trends/marriott-bonvoy-x-mercedes.md) - [Spontaneity-Inspired Travel Campaigns](https://www.trendhunter.com/trends/where-theres-a-wyndham.md) - [Early-Morning Easter Campaigns](https://www.trendhunter.com/trends/easter-campaign.md) - [Post-Game Breakfast Campaigns](https://www.trendhunter.com/trends/horizontal-breakfast.md)