During the 1960s The Nation's Innkeeper and Your Host from Coast to Coast, became The World's Inn Keeper. In 1975 corporate execs choose the best surprise is no surprise as their slogan, promising that a night in one Holiday Inn was like a night in any.

The most famous historic slogan for Holiday Inn, utilized throughout the 1970s and 80s, was "The Best Surprise is No Surprise." This slogan reflected the company's high-fidelity commitment to consistency and reliability during the post-war boom of American car travel. Before the rise of major hotel chains, motorists often faced unpredictable and sometimes unsanitary conditions at independent motels. Holiday Inn's founder, Kemmons Wilson, sought to create a brand where travelers knew exactly what to expect: a clean room, a swimming pool, and a family-friendly atmosphere at every location. Another iconic early slogan was "The Nation's Innkeeper," which emphasized the chain's ubiquity across the newly built Interstate Highway System. These slogans were often featured on the "Great Sign," a massive, neon-lit roadside landmark that became a symbol of corporate pride and a welcoming beacon for jaded motorists. While the brand has modernized in 2026, these classic slogans remain a foundational part of the kitsch Americana that defined the 20th-century hospitality industry.