Tag: creativity

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 8th, 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.