A few years later, with its ground breaking TV spots and its brilliant tagline, Stay Smart®, the brand launched what would become a long-running campaign that introduced a new catchphrase into pop culture: “No, but I did stay at a Holiday Inn Express last night!” The Stay Smart campaign helped drive the growth of the ...

The long-standing and most recognizable slogan for Holiday Inn Express is "Stay Smart." This tagline was the centerpiece of a highly successful, multi-year advertising campaign that featured humorous commercials where ordinary people performed extraordinary feats—like performing surgery or landing a plane—simply because they "stayed at a Holiday Inn Express last night." The slogan perfectly captures the brand's identity as a practical, high-value choice for travelers who want essential amenities like free breakfast and high-speed Wi-Fi without the frills of a full-service hotel. In more recent years, including 2026, parent company IHG has also utilized the broader "We’re there" and "The brighter side of travel" messaging across its Holiday Inn portfolio to emphasize reliability and a positive guest experience. However, "Stay Smart" remains the definitive call to action for the Express brand, reinforcing the idea that choosing their hotels is a clever, efficient decision for both business and leisure travelers looking for a consistent and uncomplicated stay.