Holiday Inn Express Cheltenham Pioneers Free Hot Breakfast

2 March 2010, 10.30am – 12.30pm, Holiday Inn Express Cheltenham

Despite a time when food options for weary travellers are being downsized, all Holiday Inn Express properties across the country are planning to provide guests with a superior, more balanced breakfast thanks to the introduction of the brand's new Express Start® Breakfast Bar, with the Holiday Inn Express Cheltenham being one of the first in the Gloucestershire region. The signature hot breakfast bar rollout began in early January with more than 20 properties per week receiving installation. All 240 hotels will be complete by March 31, 2010, representing the fastest food and beverage implementation in the hospitality industry.

Despite hectic schedules and tighter travel budgets, business travellers have declared breakfast a must when it comes to starting the day off right. According to a survey conducted on behalf of Holiday Inn Express, an astounding 70 percent of business travellers would rather conduct business during a sit-down breakfast as opposed to cocktails over dinner.

As part of the value for money offering, the Express Start® Breakfast Bar now offers guests new hot items like bacon, sausage and eggs on a rotating basis. In addition, it has kept its existing guest favorites like its signature hot pastries and lighter continental selection. And in keeping with the brand’s desire to meet the taste and nutritional preferences for all guests, the breakfast bar will continue to offer fresh fruit, assorted yogurts, cereals, breakfast breads and a variety of coffee and herbal tea options.

Jason Hiley, General Manager of the Holiday Inn Express Cheltenham Town Centre Hotel says, “We are proud to be one of the first in the region to rollout the free hot breakfast option for our guests. No other hotel in the area, including Travelodge and Premier Inn, is able to offer travelers the same start to the day. Our competitor hotels in Cheltenham will continue to charge their guests for a hot breakfast.”

This Cheltenham hotel aims to launch its hot breakfast offering by the beginning of March 2010, before the Cheltenham Gold Cup. The hotel also offers free breakfast for meeting room bookers. Cheltenham locals and businesses will be invited to a free breakfast event 2nd March 10.30am – 12.30pm to mark the rollout. For more information about the forthcoming Free Breakfast Launch Event visit www.hiexcheltenham.com.

The Express Start® Breakfast Bar is just one in a series of system wide brand innovations from Holiday Inn Express designed to create meaningful upgrades to the stay experience. Further improvements to this Cheltenham hotel include a redesign of the 24 hour bar and coffee lounge area to enhance the overall food and beverage experience. Together, all of these initiatives create a comfortable and smart environment for Holiday Inn Express guests while traveling for business or leisure.