Holiday Inn Express by IHG has launched “The Great Wake Up Debate” with comedian Rob Beckett, unveiling new research into the sleeping habits, morning routines and breakfast preferences of people across the UK and Ireland as the busy summer travel season reaches its peak.

The nationwide survey highlights how strongly people cling to their daily rituals, from preferred sleeping positions and shower schedules to breakfast choices and hotel routines. The findings also reveal that while many travellers adapt to life on the road, certain habits remain non-negotiable.

Morning Routines Divide the Nation

According to the research, 82% of respondents say they closely follow a morning routine, although those routines differ significantly.

While 33% get out of bed when their first alarm sounds, 37% admit to regularly using the snooze button. More than half (52%) check their phone within five minutes of waking up, while only 3% avoid looking at their phone altogether.

The survey also found that 48% brush their teeth after breakfast, compared with 44% who brush beforehand. Shower preferences are similarly divided, with 42% preferring a morning shower and 29% choosing to shower before bed.

Many respondents also admitted to unique morning rituals, including 20% who spend several minutes sitting on the edge of the bed before getting up and 39% who prefer not to speak to anyone before having their first tea or coffee.

Sleep Habits Matter

The research suggests that a successful morning begins the night before. Nearly seven in ten respondents (69%) said their evening routine directly affects how they feel the next morning.

More than half (52%) struggle to sleep unless they are on their preferred side of the bed. Peace and quiet (50%), a cool bedroom (47%) and blackout curtains (28%) ranked among the most important bedtime essentials.

Pillow preferences also vary, with 45% sleeping with a single pillow, 43% preferring three pillows and 3% choosing to sleep without any pillow at all.

Breakfast Remains a Hot Topic

Breakfast continues to be one of the most debated parts of the morning. Coffee narrowly outranks tea as the preferred morning drink, chosen by 36% of respondents compared with 30% who favour tea.

The survey also uncovered strong opinions on breakfast combinations. Around one-third of respondents described baked beans with mayonnaise, beans on croissants and pouring fruit juice over cereal instead of milk as unacceptable breakfast choices.

However, many admitted to committing the same “breakfast crimes” they criticised. Seventeen percent enjoy eggs with ketchup, while 27% happily drink the milk left after finishing a bowl of cereal.

Hotel Breakfast Influences Travel Routines

Travelling changes morning habits for many people, particularly when staying at hotels.

Thirty percent of respondents head straight to the hotel breakfast after waking up, while 10% deliberately arrive shortly before breakfast service ends to maximise their lie-in. Nearly one-third (32%) said breakfast is their favourite part of staying at a hotel, while 42% reported waking up naturally without an alarm during hotel stays.

To celebrate the findings, Holiday Inn Express partnered with comedian Rob Beckett to host “The Great Wake Up Debate,” discussing some of the UK’s most fiercely defended morning rituals.

“People will argue about absolutely anything, but morning routines are right up there with the best of them,” Beckett said. “For me, it all comes down to a good night’s sleep and a good brekkie to start the day. While I’m usually up with the first alarm at home, I’m firmly team lie-in when I’m away. Even better when there’s free breakfast waiting.”

John Wright, Vice President of Mainstream Brands at IHG Hotels & Resorts, said the findings reinforce the importance of providing guests with the essentials that help them start the day well.

“The Great Wake Up Debate proves that everyone has their own morning habits and rituals, but what unites us is wanting to start the day feeling our best,” Wright said. “That’s why we focus on the essentials that matter most to our guests—from comfortable beds and blackout curtains to bedside charging and our complimentary hot breakfast.”