The Great Wake Up Debate: Rob Beckett and Holiday Inn Express® Uncover the Wake Up Rituals Defining the UK and Ireland

• New research by Holiday Inn Express® by IHG reveals the sleep routines, breakfast habits and quirky morning rituals people across the UK and Ireland are wedded to

• Holiday Inn Express launches the “The Great Wake Up Debate,” led by comedian Rob Beckett, weighing in on everything from serial snoozing and shower schedules to the bedtime rituals people swear by

• Despite both the UK and Ireland’s reputation as tea drinkers, the research shows coffee is tipping the scales as the preferred morning drink

• As millions head off on summer holidays, city breaks and staycations, Holiday Inn Express is helping guests start the day their way with a great night’s sleep and a free breakfast

As summer travel heads into peak season across the UK and Ireland, Holiday Inn Express by IHG has teamed up with comedian Rob Beckett to uncover the rituals and habits that people wouldn't dream of changing: and asking is there actually a right way to start the day?

From the creatures of habit who need to sleep on a definitive side of the bed, to those who have a no-talking policy before their first cup of coffee, and hot breakfast traditionalists versus continental champions, everyone has their own formula for making it through the morning in one piece. To find out just how divided people really are and what quirks people hold onto without apology, Holiday Inn Express commissioned new research into the sleeping habits, wake-up rituals and breakfast choices shaping daily routines across the UK and Ireland.

From Dublin to Birmingham and Glasgow to Cardiff and beyond, the findings reveal that mornings – and the nights before them – are anything but predictable. While 33% proudly leap out of bed at the first alarm, 37% admit to hitting the snooze button – suggesting the first alarm isn’t always the one that wins. Over a half (52%) check their phone within five minutes of waking up, while just 3% manage to resist checking it altogether.

It turns out a great morning starts the night before. More than half (69%) say their night-time habits directly affect how they feel the next morning, with 52% struggling to sleep unless they're on their preferred side of the bed (no negotiation allowed). Peace and quiet (50%), a cool room (47%) and blackout curtains (28%) top the list of bedtime essentials, while pillow preferences prove just as personal: 45% sleep with just one pillow, 43% favour a carefully engineered three-pillow setup, and 3% skip pillows altogether.

Despite 82% insisting they stick closely to a morning routine, what that routine actually looks like couldn't be more different. More people brush their teeth after breakfast (48%) than before (44%) – a debate that has quietly divided bathrooms nationwide. The great shower debate remains split between those who shower the night before (29%) and those who swear by a morning rinse (42%).

The research also uncovered some wonderfully stubborn morning behaviours. More than a quarter (27%) prepare for the morning with military precision, and 20% admit they spend several minutes sitting on the edge of the bed simply "processing reality" before finally getting up. Nearly four in ten (39%) believe everyone deserves a little peace before conversation begins – unless it's to offer a cup of tea or coffee.

Breakfast, however, is where opinions become truly uncompromising. Coffee (36%) edges out tea (30%) as the morning fuel of choice for people in the UK and Ireland. The tea bag debate continues with 26% agreeing that pouring milk before adding a tea bag is unacceptable yet 8% admit to doing exactly that. But it's breakfast "crimes" that spark the fiercest debates. Almost one in three (32%) say baked beans with mayonnaise should never happen, while 33% draw the line at beans on croissants, and 34% think pouring juice over cereal instead of milk is beyond the pale.

Yet despite the outrage, many quietly admit they're guilty of the very habits that others condemn. 17% happily eat eggs with ketchup, 11% reach for salad cream, 4% put baked beans on croissants and 4% even pair their baked beans with mayonnaise – proving judgement and behaviour are not always aligned. Likewise, while 25% insist milk should never go into the bowl before the cereal, 9% confess that's exactly how they do it, and although 13% recoil at the thought of drinking the leftover cereal milk, almost three in ten (27%) admit they happily finish every last drop.

Generational quirks emerged too, almost one in three Gen Z (26%) admit they'll re-wear clothes that aren't entirely clean if they're in a rush, and millennials are the most likely generation to wear socks in bed (37%).

Travelling doesn't put an end to these rituals – it simply changes them. 30% make a beeline for a hotel breakfast as soon as possible, while a tactical 10% deliberately arrive just before breakfast closes to squeeze every last minute out of a lie-in. When away, 42% find themselves waking naturally, 33% somehow become morning people, and 32% say breakfast is the best part of the hotel stay.

With so many people convinced they’ve mastered the perfect morning routine, Rob Beckett joins Holiday Inn Express to open “The Great Wake Up Debate.” Hosted over a free hotel breakfast, the debate tackles some of the UK and Ireland’s most hotly contested morning – and night before – questions.

People will argue about absolutely anything, but morning routines are right up there with the best of them. You’ve got the annoyingly cheerful lot who are up, showered and chatting away before 7am –— and then the rest of us, who need a bit of peace before we’re feeling properly human. What surprised me most is how seriously people take it – tea or coffee can divide a room faster than you can make either. For me, it all comes down to a good night’s sleep and a good brekkie to start the day. I’m a two-soft-pillows kind of guy and, 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, like at Holiday Inn Express – you'll find me parked by the bacon and eggs!

Comedian, Rob Beckett

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. That's why we focus on the essentials that matter most to our guests – comfortable beds with a choice of pillows, blackout curtains, bedside charging and our free hot breakfast, it's all about making mornings feel a little easier and helping guests wake up refreshed, recharged and ready for whatever the day brings.

John Wright, VP Mainstream Brands at IHG Hotels & Resorts

Watch The Great Wake Up Debate here to see whether breakfast belongs to early risers or last-minute arrivals – plus other morning (and pre-bedtime) customs no one’s backing down from. To start the day in a way that suits every kind of morning, visit here to book your next stay with Holiday Inn Express.

About Holiday Inn Express’ The Great Wake Up Debate

Celebrating every type of morning person, Holiday Inn Express' "The Great Wake Up Debate" is fronted by Rob Beckett and explores the UKand Ireland's unique morning routines and rituals. To help guests start the day their way, Holiday Inn Express offers a great night's sleep with thoughtful touches including a choice of pillows and blackout curtains, alongside morning comforts such as free hot breakfast.

Survey Methodology
This online survey of 3,000 UK & ROI: Adults (each market nationally representative on the basis of age/gender/region) was commissioned by Allison Worldwide on behalf of Holiday Inn and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 26^th June and 3^rd July 2026. 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.

Media Contact

Amy Rowlatt-Barker

Senior Brand PR Manager, Europe [email protected] +44 7387 533 654