#United States #Atlanta #College Football #Holiday Inn Express #Costa Coffee

The Perfect Blend: Enjoy Free Coffee as the College Football Season Kicks Off

In a strategic move aimed at enhancing the guest experience, Holiday Inn Express, a part of IHG, has recently announced an exciting partnership with Costa Coffee, owned by The Coca-Cola Company. This alliance promises to bring freshly brewed Costa coffee to Holiday Inn Express locations across the United States, just in time for the college football season.

To mark the celebration of this collaboration, Holiday Inn Express and Costa Coffee are offering free coffee to college football fans on Saturday, August 30, during the opening weekend of the season. No hotel stay is required, making this a fantastic opportunity for fans heading to stadiums across the country. Participating Holiday Inn Express locations within a 10-mile radius of Division I Football Bowl Subdivision (FBS) schools will provide complimentary coffee, ensuring fans are energized for the day ahead.

This initiative comes on the heels of a national survey commissioned by Holiday Inn Express and conducted by Talker Research. The survey’s findings reveal that a significant number of college football fans, over 60%, are active and awake by 8 A.M. on game day, with coffee playing a vital role in their morning rituals. Particularly interesting is that:

• - More than 50% of fans factor coffee into their pre-game routines,
• - A staggering 81% identify caffeine as crucial for game day mornings,
• - 70% of coffee drinkers consume at least two cups en route to the game.

Justin Alexander, the Vice President of Global Brand Management for Holiday Inn Express, expressed enthusiasm for the partnership, stating, “For years, Holiday Inn Express has helped guests start their day with complimentary breakfast—a signature feature at our locations worldwide. Now, with Costa Coffee joining the experience, breakfasts will reach a new level of excellence.” He emphasized the importance of morning rituals for college football fans, noting how they set the tone for the day.

The survey results also highlight that many fans prefer to spend weekends away during college football games, making their choice of accommodation pivotal to the overall experience. Key factors influencing hotel selection include:

• - Proximity to the stadium (48%)
• - Free breakfast (46%)
• - A quality coffee experience (43%).

With Costa Coffee now available in over 1,300 Holiday Inn Express locations, both brands strive to provide an exceptional guest experience that begins with quality coffee. The partnership aligns with travelers’ increasing expectations for fresh and flavorful coffee, tailored to their tastes.

Moreover, a survey by Suzy commissioned by Costa Coffee revealed that nearly half of participants believe that freshly brewed coffee tastes superior to traditional drip coffee. Furthermore, 61% asserted that the quality of hotel coffee reflects how well a hotel values its guests. Amy Daugherty, head of marketing at Costa Coffee, conveyed excitement over this collaboration, highlighting its significance in setting the right tone for hotel stays and enhancing guests' experiences.

Daugherty stated, “Our goal extends beyond coffee; it’s about creating meaningful moments of joy for our guests and enriching their game day experience.”

The complimentary coffee initiative kicks off what promises to be a season filled with refreshing surprises from Holiday Inn Express and Costa Coffee, aimed at keeping fans fueled throughout the game day. To stay updated on promotions and offerings, fans can visit holidayinnexpress.com and follow Holiday Inn Express on Instagram and Facebook.

Additional Information

Coffee is complimentary for all Holiday Inn Express guests as part of their stay. On Saturday, August 30, between 10:30 AM and 3:30 PM local time, this special offer extends to non-guests at participating locations, valid while supplies last. Coffee is now accessible not only at Holiday Inn Express locations but also at avid hotels, Atwell Suites, Garner Hotels, and Candlewood Suites.

Discover more about the offerings from Holiday Inn Express and Costa Coffee and plan your next stay to enjoy a fantastic cup of coffee while celebrating college football!