Move Over Meditation. Brits are Ironing to De-stress
Research by Hilton Garden Inn Exploring the Nation’s Simple Pleasures Finds That 72 percent of Brits Are Grabbing the Iron to Decompress
LONDON, U.K and MCLEAN, Va. - This November, Hilton Garden Inn is launching an Ironing Club for guests, in response to two-thirds of Brits opting for ironing over yoga or meditation in a bid to relax.
Hilton Garden Inn (which welcomes guests at over 800 midscale hotels around the world) investigated Brits’ simple pleasures and was surprised to discover ironing amongst the top. So much so, that over a third of those polled? (37 percent) are spending up to two hours a week at the ironing board, with 70 percent wishing they could spend more time to maximise the benefits.
Whilst some may regard it as a dreaded chore, 72 percent of Brits say ironing is their greatest simple pleasure, citing its strangely therapeutic qualities. Almost half (44 percent) say it’s the satisfying smoothing of creases, whilst 43 percent say it’s the permission to stand still for a while, coupled with the repetitive motion of the iron. Meanwhile, 40 percent say the soothing sound of the steam is what really does it for them.
In response to this, Hilton Garden Inn has launched a special Ironing Club, designed to help guests use their stay to decompress, whilst handily ironing out their packed clothes in the process. Hilton Garden Inn will be launching its first session at Hilton Garden Inn London Heathrow Airport as a pilot ahead of a wider UK rollout.
The Ironing Club will be led by Relaxation Expert Emma Wells, who will be leading a series of ironing moves, all of which have been trialled amongst staff to assess their effectiveness. These include breathing in time with the iron, gliding it in slow-motion, inhaling the smell of fresh laundry and ironing in sync, to smooth out particularly deep creases.
The first 30-minute session will be held on Sunday 18th November at 11.30am, perfectly timed to set attendees up for a stress-free week. Guests are encouraged to wear loose, comfortable clothing, and pyjamas are welcome. Soothing music will be played throughout and lunch will be laid on for when they’re finished – the perfect antidote to a busy week.
Tal Shefer, Brand Head, Hilton Garden Inn, EMEA, says, “We know that today’s modern travellers are looking for unique ways to unwind. Our research reveals that ironing is one of the nation’s top simple pleasures, alongside enjoying freshly-brewed coffee and a lie-in. At Hilton Garden Inn, we’re happy to say we’ve got guests covered for delivering on life’s most simple pleasures.”
The top five surprising simple pleasures were ranked as follows:
1. Ironing – 72 percent
2. Folding towels – 56 percent
3. Pairing socks – 48 percent
4. Packing/unpacking clothes – 43 percent
5. Tidying – 33 percent
For more information on Hilton Garden Inn, please see www.hilton.com/en/hilton-garden-inn
For further information and imagery, please contact Red Lion PR on 020 3588 9820 / HGI@redlionpr.com.
About Hilton Garden Inn
The award-winning Hilton Garden Inn brand provides business and leisure guests upscale, affordable accommodations and unexpected amenities for an experience that is ‘Simply on Another Level.’ The Hilton Garden Inn Promise affirms the brand’s goal to make each guest’s stay better and brighter. Guaranteed. Team Members at more than 820 hotels in 42 countries around the world ensure today’s busy travelers have a bright and satisfying experience, starting with the first hello. As a recognized F&B leader, Hilton Garden Inn serves locally-sourced food and beverage at its full-service restaurants and bars, featuring cooked-to-order breakfast, handcrafted cocktails, and on-trend small plates. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. For more information about Hilton Garden Inn, visit www.hgi.com or newsroom.hilton.com/hgi, and connect on Facebook, Twitter, YouTube, and Instagram.