Fresh vs Fried: Holiday Inn Express Teams Up with AJ Odudu and Will Best for Post-Gig Recovery Kits
With the Summer of Pop underway—driven by a Britpop revival and Oasis’s much-discussed return—new research commissioned by Holiday Inn Express from IHG reveals two clear gig-going styles among Millennials and Gen Z: Fresh or Fried.
Excitement is widespread, with nearly 80% of Brits willing to travel up to 1,000 miles to see a favourite artist this summer. While both generations are filling their schedules with live music, their approaches to the gig experience vary.
Millennials are leaning into nostalgia, embracing late nights and classic acts like Oasis. Over half (56%) say they wake up feeling “fried” the next day. Meanwhile, Gen Z is prioritising recovery and routine—nearly 40% prefer to leave gigs early to stay “fresh” and avoid burnout.
Post-gig habits highlight this contrast: 76% of Gen Z members hydrate immediately, and 81% shower upon returning home. In contrast, 24% of Millennials skip skincare, and 36% scroll on their phones into the night. Pre-gig routines also differ—25% of Gen Z nap before heading out, while 34% of Millennials reach for an energy drink.
The morning after tells a similar story. Around 40% of Millennials opt for a slow start, with rehydration (26%), sleep (23%), or more music (23%) on the agenda. Gen Z, on the other hand, tends to get moving—26% stay active, 48% eat a healthy breakfast, and 25% even work out.
To support these distinct gig styles, Holiday Inn Express has partnered with music fans AJ Odudu and Will Best to create limited-edition Fresh or Fried care packages. These kits are designed to match every type of morning-after mood—whether that means extra rest or an early workout.
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