Whether you’re an early riser who jumps out of bed with the first alarm or someone who hits snooze multiple times before facing the day, new research suggests there’s no single “right” way to wake up.
Holiday Inn Express by IHG has teamed up with comedian Rob Beckett to launch The Great Wake Up Debate, exploring the sleeping habits, breakfast preferences and morning rituals that divide households across the UK and Ireland. The campaign arrives as millions prepare for summer holidays, staycations and city breaks, highlighting how travellers like to start their mornings when staying away from home.
The UK’s Morning Routine Is More Divided Than Ever
The nationwide study reveals that while 82% of people say they follow a consistent morning routine, those routines vary dramatically.
Among the biggest findings:
- 37% regularly hit the snooze button, while 33% get up immediately after their first alarm.
- 52% check their phone within five minutes of waking up.
- Just 3% avoid looking at their phone altogether first thing in the morning.
- 39% prefer not to speak to anyone before they’ve had their first tea or coffee.
It appears that many people’s mornings are determined long before the alarm goes off.
Sleep Habits Matter More Than You Think
According to the research, 69% believe their bedtime routine directly affects how they feel the following morning.
Some of the UK’s strongest bedtime preferences include:
- 52% need to sleep on a specific side of the bed.
- 50% say peace and quiet is essential.
- 47% prefer a cool bedroom.
- 28% rely on blackout curtains for a better night’s sleep.
Pillow choices are equally personal, with 45% sleeping with one pillow, 43% favouring three pillows and 3% choosing not to use a pillow at all.
The Great Breakfast Debate Continues
Breakfast remains one of the most hotly contested parts of the morning.
Despite Britain’s reputation as a nation of tea drinkers, coffee has overtaken tea as the preferred morning drink, with 36% choosing coffee compared to 30% selecting tea.
The survey also uncovered plenty of controversial breakfast opinions:
- 34% believe pouring fruit juice over cereal instead of milk is unacceptable.
- 33% reject baked beans on croissants.
- 32% say baked beans mixed with mayonnaise should never happen.
Yet many admit to guilty pleasures themselves.
The research found:
- 17% enjoy eggs with ketchup.
- 11% prefer salad cream with eggs.
- 9% pour milk into the bowl before cereal.
- 27% happily drink the leftover cereal milk.
Night Shower or Morning Shower?
Another long-running debate remains unresolved.
While 42% prefer showering in the morning to feel refreshed, 29% choose to shower the night before.
Even brushing teeth divides opinion, with 48% brushing after breakfast compared with 44% before eating.
Gen Z and Millennials Have Their Own Habits
The research also highlighted some generational differences.
Among Gen Z, 26% admit they’ll re-wear clothes that aren’t completely clean if they’re running late.
Meanwhile, 37% of millennials say they sleep wearing socks.
Hotel Breakfast Is Still a Holiday Favourite
Travelling doesn’t mean leaving routines behind—it simply changes them.
Holiday Inn Express found:
- 30% head straight to the hotel breakfast after waking.
- 10% intentionally arrive just before breakfast finishes to maximise their lie-in.
- 42% naturally wake earlier when staying away.
- 32% say breakfast is the best part of a hotel stay.
With breakfast included for guests, Holiday Inn Express hopes travellers can enjoy a relaxed start before exploring their destination.
Rob Beckett Joins the Great Wake Up Debate
Comedian Rob Beckett has partnered with Holiday Inn Express to host The Great Wake Up Debate, where some of the UK’s most fiercely defended morning habits are put under the spotlight.
Beckett said that morning routines spark surprisingly passionate opinions, whether it’s the first cup of coffee, shower schedules or breakfast choices. He added that for him, a good night’s sleep followed by a hearty breakfast is the perfect way to begin the day, although he’s firmly on “team lie-in” whenever he’s staying in a hotel.
John Wright, Vice President of Mainstream Brands at IHG Hotels & Resorts, said the research shows that while everyone has different rituals, most people simply want to wake up refreshed. He explained that Holiday Inn Express focuses on providing the essentials guests value most, including comfortable beds, pillow choices, blackout curtains, bedside charging and complimentary hot breakfast.
Where to Learn More
Travellers interested in joining The Great Wake Up Debate or booking a future stay can find more information via the official Holiday Inn Express website:
