Travelodge is trialling waterproof notepads in their hotel bathrooms across five UK cities after research revealed that nearly half of Britons experience their best ideas while showering. The hotel chain aims to prevent guests from losing creative thoughts down the drain, as 65% of people admit they forget their inspiration before they can write it down.
Research Reveals Shower Inspiration Common
A survey of 2,000 Brits found that 48% say inspiration strikes while they are in the shower. Creative ideas (55%), personal decisions (54%) and problem-solving (53%) are the most common thoughts that come to mind during a shower. On average, people experience up to four lightbulb moments per day.
Other unexpected places for inspiration include walking (47%), falling asleep (34%), in the car (28%), cooking (21%), gardening (15%) and during or after exercise (10%). The research also showed that breakthroughs most often occur in the morning (24%) or late at night (22%).
Waterproof Notepads to Capture Ideas
To help guests capture their ideas, Travelodge has created waterproof notepads that will be placed in showers at hotels in London City, Edinburgh Park, Bristol Abbey Wood, Newcastle Quayside and Chester Central Bridge Street starting July 8, 2026. The notepads can also be taken home by guests.
Behavioural psychologist Dr Jo Hemmings commented: "We tend to think that creativity happens when we're concentrating, but often the opposite is true. The best ideas frequently emerge when we step away from screens and allow our minds to wander. Whether it's in the shower, on a train, walking or gardening, those moments of mental downtime give the brain permission to make unexpected connections, which is where creativity thrives."
Business Travellers Benefit
The initiative is particularly relevant for business travellers. In 2025, an estimated 5.1 million business trips took place, with 60% of travellers saying the ability to capture ideas as they occur would benefit their careers. Brits travel for business an average of four days per month, and 41% agree they are more creative when away from home. Three in five (64%) say changing environments helps spark their imagination.
Top reasons for business travel include client meetings (22%), conferences or events (19%) and training (17%).
A Travelodge spokesperson said: "Inspiration can strike at any moment and with Britain's business community spending so much time on the road, our hotels are often 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's a simple and practical way to make sure our guests' best ideas don't go down the drain."
Extreme Measures to Remember Ideas
The survey also revealed the extreme lengths Brits go to remember their ideas. One in five (18%) repeat a mantra until they are out of the shower, 16% create a memorable image, and 7% have written on a foggy mirror or glass. More than two-thirds (69%) believe inspiration strikes in the unlikeliest of places.
