The way you experience a live gig may have less to do with the music and more to do with the year you were born. New research from Holiday Inn Express, part of IHG Hotels & Resorts, reveals a fascinating generational split in how Millennials and Gen Z approach their nights out at concerts and festivals. While both groups share a love for live music, the similarities tend to end once the lights go down and the encore kicks in. Gen Z vs Millennials at gigs

According to the findings, Millennials are far more likely to go all out—staying until the very last chord fades, grabbing a final drink, and fully soaking in the post-show buzz. But that enthusiasm comes at a cost, with many paying for it the next morning, feeling “fried” from the late night and lack of sleep. In contrast, their younger Gen Z counterparts seem to be rewriting the gig-night playbook. They’re more likely to pace themselves, leave a little earlier to avoid the transport rush, and prioritize rest—often waking up fresh and ready for whatever the next day brings. The result? Two very different experiences of the same event, both shaped by generational attitudes toward energy, time, and self-care.

According to the findings, Millennials are far more likely to go all out… and Gen Z pace themselves. This generational divide has inspired Holiday Inn Express to launch gig care packages this summer – and they’re iconic, giving guests everything they need to recover or relax after a night of live music.

Key Stats at a Glance

The research paints a clear picture of these differences. Over half (51%) of Millennials say they stay for the encore, determined to squeeze every last drop of joy out of the night. Meanwhile, 39% of Gen Z admit they leave before the final bow, a calculated choice to skip the crowds and secure a smooth journey home.

The consequences of those choices show up the next morning: 56% of Millennials say they feel tired or drained the day after a gig, while 41% of Gen Z report waking up refreshed and energised. Even the pre-show rituals differ—25% of Gen Z take a nap before heading out, while 34% of Millennials reach for an energy drink to kick-start the evening.

Why This Matters for Travel & Hospitality

These findings aren’t just quirky trivia—they have real implications for hotels, especially those in cities with thriving live music scenes. Live gigs are increasingly influencing when and where people book overnight stays. For “fried” guests, the priority may be a comfortable bed, blackout curtains, and a late checkout to recover from the night before. For “fresh” guests, the value might lie in quieter rooms, healthy breakfast options, and early-morning amenities.

By understanding these patterns, hotels can tailor their services to meet the needs of each type of traveller, turning a one-off concert stay into a repeat booking.

Meet the Two Personas: “Fried” and “Fresh”

Millennials, often dubbed the “experience” generation, lean into the moment. They’re the ones belting out the encore chorus, taking group selfies in the crowd, and grabbing a last drink after the lights come up. This all-in approach leaves them satisfied but often exhausted—earning them the “fried” label.

On the other hand, Gen Z approaches gigs with a blend of enthusiasm and pragmatism. They might enjoy the set just as much, but they’re also thinking about tomorrow’s plans. By leaving a bit earlier, staying hydrated, and keeping their energy in check, they end the night “fresh,” ready for whatever’s next.

Inside the Rituals: Before, During, After

Before the gig, Millennials are more likely to fuel up with caffeine or sugar, relying on quick fixes to sustain them through the night. Gen Z, however, often sees the pre-show hours as an opportunity to recharge, with a quarter of them opting for a power nap instead.

During the event, the generational gap is most visible—Millennials stay until the very end, while Gen Z balances enjoyment with practicality, often heading out early to avoid the crush of people leaving.

Afterward, the contrast is stark: for many Millennials, the following day is a slow start, while Gen Z tends to wake up without missing a beat.

What Holiday Inn Express Is Doing About It

Recognising these differences, Holiday Inn Express has introduced a clever solution—complimentary “Fresh or Fried” care packages at select UK & Ireland properties. Guests can choose their preferred kit by simply saying “Fresh” or “Fried” at check-in. The “Fried” kit comes packed with caffeine gum, under-eye masks, and hydration sachets to help guests bounce back after a late night. The “Fresh” kit includes earplugs, a calming sleep pulse-point rollerball, and organic chocolate for a relaxing wind-down. It’s a small but thoughtful touch that shows the brand understands the different rhythms of its guests.

Holiday Inn Express Launches Iconic Gig Care Packages

Holiday Inn Express is celebrating the very different ways Gen Z and Millennials enjoy a night out with a new summer campaign that’s all about recovery and relaxation. Whether you’re the type to slip out early and wake up refreshed, or the one still singing the encore as the lights come on, the brand has created two “gig care packages” designed to match your post-party mood — and they’re already being called iconic.

The campaign, fronted by TV presenters AJ Odudu and Will Best, reflects their own contrasting styles. Will prefers an early exit to dodge the crowds, while AJ thrives on staying until the very end. But both agree: a restful night’s sleep is essential after the music stops.

What’s inside the Holiday Inn Express gig care packages?

Availability:
The gig care packages are available at select participating Holiday Inn Express hotels in the UK and Ireland from July 24 to September 24, while stocks last.

Campaign Timing and Partners

The initiative launched on July 24, 2025, with TV presenters AJ Odudu and Will Best helping to spread the word. For a limited time, these kits are available at participating Holiday Inn Express hotels across the UK & Ireland, as well as online while supplies last. The timing is strategic—summer is peak festival and concert season, and the campaign is tapping into the travel and accommodation decisions that come with it. By aligning the offer with high-energy cultural events, Holiday Inn Express is positioning itself as a go-to stay for music lovers.

How Hotels Can Use These Insights Now

Hotels across the industry can take a cue from this research. Simple adjustments—like offering late check-out for night owls, promoting sleep-enhancing amenities, or providing local transport information for early leavers—can make a big difference in guest satisfaction. Segmenting guests into personas like “Fried” and “Fresh” also opens opportunities for targeted marketing, package deals, and loyalty perks that feel personalised. It’s about reading the room—literally—and making sure each type of guest feels seen and catered to.

Tips for Gig-Travelers

For the “Fried” crowd: start hydrating before bed, draw the blackout curtains, and aim for a breakfast that’s rich in protein to kick-start recovery. For the “Fresh” crew: keep earplugs handy, plan your exit to dodge the rush, and create a consistent wind-down routine so your body knows it’s time to rest. Whichever camp you fall into, the goal is the same—make the most of the music while ensuring the morning after doesn’t hit too hard.

Methodology Snapshot

The findings come from a poll of 2,000 UK music fans, offering a representative snapshot of how different age groups approach live events. The standout stat—that 51% of Millennials stay for the encore while 39% of Gen Z leave early—was consistent across multiple coverage sources, giving weight to the trend. It’s a small but telling glimpse into the subtle ways generational habits shape experiences we all share.