Industry Update
Press Release 2 April 2019

New National Survey Reveals Almost Half Of Australians Are Skipping Breakfast And Over Half Wake Up Tired Each Morning

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InterContinental Hotels Group (IHG)

The results are in: Almost half of Aussies are choosing to skip breakfast during the week, while a further quarter confess to skipping breakfast more than twice each week, a national survey commissioned by IHG's Holiday Inn Express has revealed.


This is despite over a third of Australians admitting breakfast is essential to their productively and a further quarter agreeing it prevents them from eating heavier during the day. Meanwhile, of those who do choose to eat breakfast, only a third choose a full breakfast each morning, while over a quarter prefer something light like fruit instead, suggesting a wholesome, fulfilling breakfast is not a priority for many Australians.
Released today, the national survey sheds light on the typical morning routines of over 1,000 Australians, from wake-up times and breakfast habits all the way to digital usage in the morning.

Underpinned by the Holiday Inn Express promise of 'We know what matters,' the survey was designed to understand how our morning behaviours contribute to overall health and wellbeing, and thereby help Australians better utilise their mornings when staying at one of the brand's four hotels across the country. The newest opening, Holiday Inn Express Newcastle, opened March 28.

Michelle Peterson, Global Vice President, Holiday Inn Express, IHG, said: "We're committed to providing our guests with the best experience and support during their stays with us, whether it be for work, pleasure, or both. By undertaking this research, we hoped to uncover the ways we can help make the mornings of our guests more seamless, and thereby offer more of what matters most. That's why each of our Holiday Inn Express hotels include a free breakfast offering, to help our guests get the best start to their day."

It was also revealed that more than half of Australians have admitted to waking up tired each morning, with only one in 10 feeling happy as they wake. This comes at a time when over a third of the population are starting each day feeling stressed from thinking about the work day ahead.

Furthermore, half of the population are checking their emails before they even get to work, with over a quarter revealing they first look while still in bed. Another two thirds of Australians admit to beginning their day with social media with over a quarter checking their feeds before they even get up.

Co-Founders of The Essentialists, Shannah Kennedy and Lyndall Mitchell, believe Australians need to reassess the way they spend their mornings. "Your morning routine will set you up for the rest of our day so it's important we prioritise healthy habits each day.

"This includes starting each morning with a breakfast that is nourishing for our bodies and minds, to ensure we're working at optimal function," said Shannah and Lyndall.

The health gurus recommend investing a small amount of time each day to prepare a meal that is both tasty and nutritious so you're more likely to stick to the habit of eating breakfast every day.

Shannah and Lyndall continued, "Eating breakfast is one of the healthiest morning routines you can have - it will help you jumpstart your metabolism and give the appropriate energy you need to get on with the day. Breakfast is fuel for the body. Without breakfast you are effectively running on empty, like trying to start the car with no petrol! Holiday Inn Express hotels across the world offer a full-range free breakfast which offers a stress-free (and excuse-free!) start to the day."

Optimistically, the research does reveal Australians do want to start their days healthier with half the population choosing to exercise more if they could change one thing about their morning routine, while almost a quarter would eat a healthy breakfast and a further 15 per cent would meditate.

"There are many simple but effective ways to change our morning routines for the better. Start by asking yourself how you honestly feel each morning, practice gratitude and find small, realistic ways to introduce new habits to your routine that will leave you feeling happier and healthier each day. Technology boundaries are also vital for us to lower our stress levels and to learn to switch off when we are not at work. If we choose to wake up and enter our day with positive and healthy morning behaviours, we're much more likely to experience a more efficient, productive day and week ahead," concluded Shannah and Lyndall.

Holiday Inn Express has centred itself around offering simple, smart travel for guests, reflected in all of its hotels including the newest Holiday Inn Express in Newcastle. The 170-room new-build hotel injects a burst of playful, smart travel to the harbor city of Newcastle - just 2 hours' drive north of Sydney. Features include a full-range free breakfast offering, spacious accommodation and smart services including the 'Great Room,' which offers a multi-purpose venue for social drinks or functional space for business travellers. Each Holiday Inn Express hotel also features the Express Essentials, including a choice of pillows and black-out blinds in the room to ensure optimal, restful sleep.

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Related Brand

Holiday Inn Express

Holiday Inn Express® hotels are a part of the IHG brand family and are the ideal choice for the smart traveler, offering them a great night’s rest while helping them be productive on the go. Fresh, clean, modern and uncomplicated, Holiday Inn Express hotels offer competitive rates for both business and leisure travelers.
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About IHG

IHG® (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] is a global organisation with a broad portfolio of hotel brands, including InterContinental® Hotels & Resorts, Kimpton® Hotels & Restaurants, Hotel Indigo®, EVEN® Hotels, HUALUXE® Hotels and Resorts, Crowne Plaza® Hotels & Resorts, Holiday Inn®, Holiday Inn Express®, Holiday Inn Club Vacations®, Holiday Inn Resort®, avid™ hotels, Staybridge Suites® and Candlewood Suites®.

IHG franchises, leases, manages or owns more than 5,300 hotels and nearly 800,000 guest rooms in almost 100 countries, with nearly 1,700 hotels in its development pipeline. IHG also manages IHG® Rewards Club, our global loyalty programme, which has more than 100 million enrolled members.

InterContinental Hotels Group PLC is the Group's holding company and is incorporated in Great Britain and registered in England and Wales. More than 375,000 people work across IHG's hotels and corporate offices globally.

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