If you’ve ever stepped out of the shower only to forget a brilliant idea moments later, you’re far from alone. New research from Travelodge has found that almost half of Brits (48%) say their best ideas come to them while showering.
To help guests capture those fleeting moments of inspiration, Travelodge is launching a trial of waterproof notepads in selected hotel bathrooms across the UK, giving business travellers and creative thinkers a simple way to jot down ideas before they disappear.
Shower Thoughts Could Be Britain’s Most Creative Moments
According to the research, creativity often strikes when people are away from their desks and giving their minds time to wander. While the shower topped the list of unexpected places for inspiration, other popular moments included:
- Shower (48%)
- Walking (47%)
- Falling asleep (34%)
- Driving (28%)
- Cooking (21%)
- Gardening (15%)
- Dreaming (14%)
- Washing dishes (14%)
- Travelling on a train (11%)
- During or after exercise (10%)
The study also revealed that most adults experience up to four creative ideas every day, yet 65% admit they forget them before they have the chance to write them down.
Travelodge’s Waterproof Notepad Trial
To tackle this surprisingly common problem, Travelodge is trialling waterproof shower notepads in selected hotels located in key UK business destinations from 8 July.
Participating hotels include:
- London City
- Edinburgh Park
- Bristol Abbey Wood
- Newcastle Quayside
- Chester Central Bridge Street
Guests will even be able to take the waterproof notepads home, allowing them to continue capturing ideas wherever inspiration strikes.
Business Travellers Benefit From Fresh Surroundings
The research highlights why the initiative could be particularly valuable for professionals travelling for work.
Brits take an average of four business travel days each month, with 41% saying they’re more creative when away from home. Meanwhile, nearly two-thirds (64%) believe changing environments helps spark new ideas.
Client meetings (22%), conferences and events (19%), and training (17%) remain the most common reasons for travelling for business.
With an estimated 5.1 million business trips taking place during 2025, Travelodge believes its hotels frequently become the setting for important moments of inspiration.
Why Great Ideas Often Arrive in the Shower
Behavioural psychologist Dr Jo Hemmings says there’s a scientific reason creativity often appears during everyday activities.
Rather than emerging during periods of intense concentration, creative breakthroughs frequently happen when the brain is allowed to relax.
Whether walking, gardening, travelling or showering, these moments of mental downtime help the brain make unexpected connections, leading to fresh ideas and problem-solving.
Brits Have Some Creative Ways of Remembering Their Ideas
Before waterproof notepads came along, many people had already developed unusual methods for holding onto their best thoughts.
The survey found:
- 18% repeatedly recite their idea like a mantra until they leave the shower.
- 16% create memorable mental images.
- 7% have written directly onto steamed-up mirrors or shower glass.
The research also found that inspiration most commonly strikes first thing in the morning (24%) or late at night (22%).
Travelodge Business Makes Work Travel Easier
Alongside the new bathroom trial, Travelodge Business continues to offer businesses a platform where companies can search, book, manage and pay for hotel stays in one place. The free service also includes exclusive business discounts and tools designed to simplify corporate travel.
While waterproof shower notepads may seem like a novelty, the research suggests they could solve a genuine everyday problem for thousands of travellers. With so many people experiencing their most creative moments away from their desks, Travelodge’s latest trial is an inventive way to ensure brilliant ideas no longer disappear down the drain.
Learn More:
- Travelodge: https://www.travelodge.co.uk/
- Travelodge Business: https://www.travelodgebusiness.co.uk/
