- New data reveals 77% of parents* think having some time apart from their family – especially after the busy summer holidays – is important.
- A further 32% of Brits would like to book a night on their own to pamper themselves in peace.
LONDON, UK – As summer comes to an end, 70% of parents admit to feeling exhausted after the summer holidays. To help people rest and recharge, solo, IHG Hotels & Resorts is launching a new NOMO (Night On My Own) package. No kids, no partner, no pets, no housemates, just some time to unwind and be taken care of at a hotel – a discounted stay, 20% off food and drink (including room service), extra late check-out until 2pm plus other perks at IHG Hotels & Resorts properties across the UK & Ireland.
New data commissioned by IHG Hotels & Resorts, found that two-thirds of parents feel fatigued after the summer holidays; and a further 68% said that they needed a night on their own to recover. Moreso, 7 in 10 parents felt mentally or physically exhausted by the end of the school summer holiday season.
Parents aren’t the only ones in need of a night on their own, with a staggering 42% of Brits likely to book a night away on their own after the summer holidays, increasing to nearly 70% for those aged 25 to 34. A third also claim they would book a night away to pamper themselves in peace.**
Abbey Clancy, Model, TV Personality & Mum who has teamed up with IHG Hotels & Resorts to launch NOMO, said: As a busy mum of four, I know how exhausting the summer holidays can be, and although I’m sad they’re over, it’ll also be really nice to have a bit of time on my own. Don’t get me wrong, I love spending time with my kids, but it’s just as important for parents to take a break too. I don’t want to feel guilty about needing a NOMO—a night on my own—because we all need time to recharge. And it’s not just parents, the summer is a busy time for everyone – it’s usually filled with social engagements, weddings, or travelling. So, I’m all about encouraging people to treat themselves and book into an IHG hotel for a well-deserved night off, we’ve definitely earned it!
IHG’s NOMO package will help empower more Brits to hit the reset button and enjoy a solo escape. Available across more than 115 participating IHG properties nationwide, guests will be able to enjoy:
- Free breakfast
- Extra late check-out until 2PM
- 20% off a single occupancy one-night booking
- 20% off all food and drinks (including room service)
- Complimentary access to any pool, gym and spa facilities
We all value some well-deserved ‘me’ time – whether it’s a break from the demands of childcare, a moment of self-reflection away from our partners or simply an opportunity to take a breath from the stress of our working life. Our survey data backs up how much people would like to enjoy a night alone, especially after a busy and intense summer. Our new NOMO package helps people to do just that, with the ability to choose from more than 115 of our hotels in the UK & Ireland and from a brand for every budget. This opportunity to switch off and be cared for, even just for a night, can be a powerful tool to finding our balance back. Joanna Kurowska, Managing Director UK&I at IHG Hotels & Resorts
More than a quarter (26%) of parents have not had a night to themselves, without family, for six or more months; and almost 1 in 10 haven’t had a night on their own in the last five years, according to the survey. Although 37% of mums and dads do feel guilty for having a night on their own, over three quarters (77%) recognise that having some time apart from their family occasionally – including partners – is important.
Respondents shared that if they could enjoy a night on their own, the top 5 things they’d prioritise would be: stay in bed (14%), take a bath (15%), binge a TV show (13%), open a bottle of wine (12%) or read a book (10%).
Book at ihg.com/nomo from the 7th of September for stays before 25 October 2024.
Terms & Conditions apply.
Survey Methodology
*This online survey of 1,500 UK employed parents of school aged children was commissioned by Broadcast Revolution on behalf of IHG Hotels & Resorts and conducted by market research company OnePoll, in accordance with the Market Research Society’s code of conduct. Data was collected between 21/08/2024 and 28/08/2024. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.
**This online survey of 2000 UK adults (nationally representative) was commissioned by Broadcast Revolution on behalf of IHG Hotels & Resorts and conducted by market research company OnePoll, in accordance with the Market Research Society’s code of conduct. Data was collected between 23/08/2024 and 28/08/2024. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.
About IHG®
IHG Hotels & Resorts [LON:IHG, NYSE:IHG (ADRs)] is a global hospitality company, with a purpose to provide True Hospitality for Good.
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Lauren Thanomkiet
IHG
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