Holiday Inn Express® hotels want to be the modern hotels for value-oriented travelers, but their popular breakfast bar wasn’t. So we took an approach that lets guests Stay Smart® at Holiday Inn Express hotels where they can enjoy a free hot Express Start™ breakfast bar with new healthier offerings and a fresh new clean and uncomplicated look.

The contemporary design style was an opportunity to bring simple, smart travel to life in the guest experience. Using photography to showcases the simple ingredients used in each of their Smart Start™ breakfast offerings, and a tone that was quick-witted and human—that’s smart and simple.