Brainwaves in the Bathroom: Travelodge Launches Innovative Bathroom Trial As The Nation’s Top ‘Bright Idea’ Spots Are Revealed

  •  Striking while the shower is hot: Almost half (48%) of Brits say their best ideas flow when the water does
  • Majority of adults have up to four ideas every day – but 65% forget them before writing down
  • Top 10 most unexpected places of inspiration include the shower, while exercising and even while falling asleep 
  • Travelodge is trialling waterproof notepads in selected hotel bathrooms to help guests capture their lightbulb moments

New research has uncovered the nation’s best ‘bright idea’ spots, with nearly half of UK adults (48%) reporting that their best ideas come in the shower.

With creativity striking the majority up to four times per day, Brits say their lightbulb moments are also likely to come during more unexpected moments such as when they’re falling asleep (34%), during or after exercising (10%) and even while tending to the garden (15%).

But while creative inspiration (55%), personal decisions (54%) and problem-solving (53%) are among the thoughts most likely to come to mind whilst showering, 65% say they forget their idea before they’re able to write it down.

This is particularly relevant for Britain’s business travellers. In 2025, an estimated 5.1 million business trips took place*, with 60% stating that the ability to capture ideas as they occur would benefit their careers. 

To help guests strike whilst the shower is hot, Travelodge has created an innovative solution to maximise creativity, trialling waterproof notepads in the showers of selected hotel bathrooms across the UK.

Designed to capture those lightbulb moments, the waterproof notepads come as more than two-thirds (69%) believe that inspiration strikes in the unlikeliest of places, leaving many scrambling to hold on to their ideas. 

Revealing the extreme lengths Brits have gone to keep their ideas top of mind, almost one in five (18%) admit to having repeated a mantra until out of the shower. A further 16% have created a memorable image, whilst 7% have written on a foggy mirror or glass. 

The research, which explores people’s creativity, reveals that breakthroughs are most often made in the morning (24%) and late at night (22%). 

Dr Jo Hemmings, a Behavioural Psychologist, said: “We tend to think creativity happens when we’re concentrating, but often the opposite is true. The best ideas frequently emerge when we step away from our screens and allow our minds to wander. Whether it’s in the shower, walking, on a train or gardening, those moments of mental downtime give the brain permission to make unexpected connections, which is where creativity thrives.” 

The UK’s most unexpected places of inspiration:

  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%)

On average, Brits travel for business four days a month, with four in ten (41%) agreeing they are more creative when away from home. The top three reasons for hitting the road for work include client meetings (22%), conferences or events (19%) and training (17%). 

While on the road, business travellers are often struck with creativity, with three in five (64%) saying changing environments helps spark their imagination, suggesting that time away from the usual desk set-up can inspire fresh thinking. 

A Travelodge spokesperson added: “Inspiration can strike at any moment and with Britain’s business community spending so much time on the road, our hotels are frequently the backdrop for those vital ‘lightbulb’ moments. We know how frustrating it is to lose a great idea before you can find a pen and paper, which is why we’re trialling new waterproof notepads. It is a simple and practical way to make sure our guests’ best ideas don’t go down the drain – so if you want to experience them for yourself, you better get a Travelodge.” 

The shower notepads will be trialled at hotels in key business locations on Wednesday 1st July, including London City, Edinburgh Park, Bristol Abbey Wood, Newcastle Quayside and Chester Central Bridge Street. The notepads can be taken home too so guests can capture their creativity wherever they go.

To get a great deal, check out Travelodge Business – search, book, manage and pay for hotels all in one place, whether you’re at your desk or on the road. 

 

-ENDS-

 

For more information, please contact:

The Travelodge Press Office

T: 01844 358 703

E: pressoffice@travelodge.co.uk 

 

Notes to Editors

*Source: Mozio, as reported by SME Today

Methodology

Online survey to n=2,000 (UK) general population adults aged 18+ years old completed between 5th-9th June 2026. The survey was conducted by 3Gem Research and Insights to their in-house panel of “double opt-in” respondents and was compliant with the Market Research Society code of conduct.  

About Travelodge 

Travelodge is one of the leading platforms in the UK and is the second largest hotel brand in the UK with 631* hotels and approximately 49,000* guest bedrooms, right across the UK as well as in Ireland and Spain. 

In Spain, Travelodge has an established profitable presence and has ambitious growth plans within this market and has identified the top key locations where it would like to open additional hotels in Spain.

Welcoming over 22 million guests annually across the UK, Ireland and Spain, the majority of Travelodge hotels are located in major cities, towns and holiday hotspots as well as by airports and key business hubs. With over 93% of its hotels rated 4 dots or above on TripAdvisor, Travelodge is proud to offer guests across its diverse customer base a good value experience – whether they are travelling for business or leisure.

Whether out celebrating a birthday, going to a concert or sporting event, visiting friends and family, taking a business trip, working away from home, or taking a short break, we help people to go and do their thing by Being the Brilliant Base.

Travelodge continues to invest in its ongoing hotel refit programme, with over two-thirds of the room estate now featuring the new look and feel across refits and new hotels. The brand is also continually evolving its quality offering to deliver a better experience for its diverse mix of business and leisure guests such as its new look Bar Café design, 85 Bar Café, which has been rolled out to selected hotels in the UK and Spain as part of the refit programme.

Travelodge is focusing on its environmental and social impact, with sustainability integral to its business strategy. Its Better Future sustainability plan aims to build a more sustainable future for its customers, colleagues and the planet, underpinned by three core pillars: Inclusive – ensuring we are accessible, inclusive and well-priced to our customers and colleagues; Caring – creating a caring and healthy environment for our colleagues and customers and ensuring their wellbeing; and Conscious – Travelodge is conscious of its impact on the planet, taking into account the waste it produces, the energy and other resources it consumes and the carbon emissions it generates.

For further information visit travelodge.co.uk or the Travelodge Hotels Limited LinkedIn page.

*as at 31st March 2026