Holiday Inn Express by IHG has announced an exclusive partnership with The Coca-Cola Company’s Costa Coffee, bringing freshly brewed, barista-quality coffee to more than 1,300 Holiday Inn Express hotels across the United States. The collaboration marks a major enhancement to the brand’s signature breakfast offering and kicks off with a nationwide coffee giveaway timed to the start of the college football season.
A Game Day Ritual Gets a Premium Upgrade
To celebrate the launch, Holiday Inn Express and Costa Coffee will offer free coffee to college football fans, no hotel reservation required on Saturday, August 30, during Week 1 of the season. Fans can visit participating hotels located within 10 miles of Division I Football Bowl Subdivision (FBS) schools to grab a complimentary cup of Costa’s freshly ground and brewed coffee.
The initiative responds to a new survey commissioned by Holiday Inn Express and conducted by Talker Research, which found that:
- Over 60% of college football fans are up before 8 a.m. on game day
- 81% say coffee or caffeine is essential to their morning routine
- 70% of coffee drinkers consume at least two cups en route to the game
“For years, Holiday Inn Express has helped guests start their day right with a fresh, hot, complimentary breakfast,” said Justin Alexander, VP of Global Brand Management for Holiday Inn Express, Staybridge Suites & Candlewood Suites. “Now, breakfast is getting even better as Costa Coffee becomes part of the experience. For college football fans, the morning can define the whole game day and we’re here to fuel those traditions.”
Coffee That Reflects Guest Expectations
The partnership also reflects growing demand for quality and customisation in hotel coffee offerings. A separate survey conducted by Suzy for Costa Coffee revealed:
- Nearly half of respondents believe freshly brewed, freshly ground coffee tastes significantly better than traditional drip
- 61% agree that the quality of hotel coffee reflects how much a hotel values its guests
“A cup of coffee sets the tone for the entire stay,” said Amy Daugherty, U.S. Head of Marketing at Costa Coffee. “We’re proud to partner with Holiday Inn Express to deliver a coffee experience that’s smooth, rich, and thoughtfully crafted whether guests are heading to a tailgate or simply enjoying a quiet morning.”
Enhancing the Guest Journey
With college football fans often spending at least one night away during game day weekends, hotel choice becomes a key part of the overall experience. According to the survey, top priorities include:
- Proximity to the stadium (48%)
- Free breakfast (46%)
- A high-quality coffee experience (43%)
This partnership between Holiday Inn Express and Costa Coffee is designed to meet those expectations, offering a seamless blend of convenience, comfort, and quality starting with that first cup.
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