Brainwaves in the Bathroom

Why your best ideas happen in the shower (and how to STOP forgetting them!) 🚿

Ever noticed how your brain suddenly solves a massive problem the second you step under a stream of water? You’re staring at the tiles, shampoo in your hair and bam – the perfect solution hits you.

You aren’t alone. According to a new study by Travelodge, nearly half of UK adults (48%) say their absolute best ideas flow when the water does. But there’s a catch. While the average adult gets hit with up to four flashes of genius every day, a staggering 65% of us forget them before we can even grab a towel to write them down.

To combat this, Travelodge is trialling a brilliant (and splash-proof) solution to make sure your next big breakthrough doesn’t just go down the drain…

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The science of the ‘shower thought’

It turns out that trying too hard might actually be killing your creativity. When we plug away at a desk, our brains are under pressure. But when we step away, magic happens.

“We tend to think creativity happens when we’re concentrating, but often the opposite is true,” explains Behavioural Psychologist Dr Jo Hemmings. “The best ideas frequently emerge when we step away from our screens and allow our minds to wander. Those moments of mental downtime give the brain permission to make unexpected connections.”

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The most unexpected places of inspiration include the shower, while exercising and even while falling asleep!

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The top 10 unexpected places Brits get inspiration

So, where are we most creative? Unfortunately, it’s rarely at our desks. Here is where Brits say their lightbulb moments strike:

1. Shower (48%)
2. On a walk (47%)
3. When falling asleep (34%)
4. In the car (28%)
5. Cooking (21%)
6. Gardening (15%)
7. When dreaming (14%)
8. When washing dishes (14%)
9. On a train (11%)
10. During or after exercise (10%)

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The extreme lengths we go to save our ideas

Because inspiration hits at the least convenient times, we’ve had to get creative just to remember our own thoughts.

The research revealed that 18% of people admit to repeating a mantra over and over like a chant until they can get out of the shower. Another 16% try to create a vivid mental image to anchor the thought, while 7% resort to frantically scrawling notes on a foggy shower mirror.

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Why business travel sparks creativity!

This ‘brainwave tax’ is a huge hurdle for the UK’s business community. With millions of business trips taken every year, professionals are constantly on the move – and constantly feeling inspired.

In fact, 41% of business travellers say they are more creative when they’re away from home. Changing your environment and getting away from your usual desk setup gives your brain the exact change of pace it needs to spark fresh thinking. But if you’re on the road, losing those ideas can mean a missed career opportunity.

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Introducing:
The Travelodge Waterproof Notepad 🗒️

To help business travellers and holidaymakers alike strike while the shower is hot, Travelodge is launching an innovative trial: waterproof notepads in hotel showers.

Starting Wednesday 8th July 2026, guests staying at select key business locations will find these handy pads right in their bathrooms. And the best part? You can take them home with you to keep the creativity flowing.

A Travelodge spokesperson said: “We know how frustrating it is to lose a great idea before you can find a pen and paper. Our new waterproof notepads are a simple, practical way to make sure our guests’ best ideas don’t go down the drain.”

Where can you try them?

The trial is kicking off at the following Travelodge locations:

🚿 Travelodge London City

🚿 Travelodge Edinburgh Park

🚿 Travelodge Bristol Abbey Wood

🚿 Travelodge Newcastle Quayside

🚿 Travelodge Chester Central Bridge Street

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Planning your next business trip?

Travelodge Business customers get a guaranteed 5% off all flexible rate bookings. Plus, when you book online, you unlock access to our smart management tools – making it easier than ever to organise your team, manage bookings and track your expenses all in one place.

Book now