As travelers nationwide gear up for the beloved National Waffle Day on August 24, Comfort Hotels—one of Choice Hotels International’s flagship brands—is stirring up excitement with a cozy blend of warm waffles, heartfelt memories, and travel‑friendly perks. This year’s celebration blends a pop‑up waffle lounge in New York City, a sweepstakes offering free stays, and a compelling survey that underscores just how essential a relaxing breakfast is to making travel unforgettable.
Waffle Lounge in NYC: A Multi-Sensory Experience for Travel Lovers
On August 21, Comfort Hotels will host its first‑ever Waffle Lounge pop‑up at 31 East 17th Street, Union Square, Manhattan. From 12 p.m. to 7 p.m., visitors can relish hot, free waffles topped to their taste, paired with iced lattes, while enjoying a relaxing multi‑sensory setup featuring massage chairs, nail art, and branded swag. Photo‑op stations and a prize draw for a complimentary night’s stay at a Comfort or Choice hotel add to the immersive travel‑inspired ambiance.
Sweepstakes: Win Cozy Comfort and Travel Perks
From August 21 to 25, travelers can enter Comfort Hotels’ National Waffle Day Sweepstakes via Instagram. Tagging a friend on the Waffle Day post and signing up for the Choice Privileges® rewards program enters participants for a chance to win one of ten one‑night stays at participating Comfort or select Choice properties.
The Travel-Waffle Connection: Survey Insights
Comfort Hotels, in partnership with YouGov, commissioned a national survey (1,528 U.S. adults, aged 18+, fielded August 7‑8, 2025) that reveals why waffles are a staple of travel sentiment:
- 74 % said a relaxing breakfast is essential to a great vacation.
- 66 % rank breakfast among their favorite family travel memories.
- While only 18 % sit down for breakfast during weekdays, a surprising 63 % do so on vacation.
- Sharing food is a primary way travelers connect, with 78 % affirming it.
- 57 % associate waffles with cozy, relaxing mornings.
Even the great waffle debate stirred is revealing: 41 % prefer a crispy waffle, while the rest lean toward fluffy. A timeless presentation wins—74 % stick to butter and syrup toppings, and 67 % favor full‑size waffles over minis.
Comfort’s Waffle Legacy: A Sentiment Woven into Hospitality
Waffles have shaped the Comfort Hotels experience since the early 1990s. Today, more than 30 million waffles are served annually across 2,100+ Comfort properties worldwide, making them a beloved breakfast tradition that travelers associate with warmth, familiarity, and morning comfort. In an age where travelers crave home‑style experiences, this simple ritual holds emotional weight.
Why It Matters for Tourism and Hospitality
Comfort Hotels’ waffle‑centric campaign taps into a growing trend in travel: experiential hospitality rooted in small joys and nostalgic comfort. Free breakfast, especially one involving waffles, offers both financial value and emotional resonance—especially for families or road‑trippers. As hotels refine their guest offerings, focusing on such memorable moments can cultivate deeper guest loyalty and brand connection.
By launching a tactile pop-up and launching a sweepstakes, Comfort Hotels not only highlights its brand legacy but also delivers that trademark authenticity in real time—bridging social media engagement with physical travel experiences. Coupled with the compelling survey insights, Comfort effectively reaffirms breakfast as a cornerstone of meaningful travel storytelling.
Closing Thought
National Waffle Day is more than a food holiday—it’s a warm, inviting celebration of travel comfort and shared moments. Comfort Hotels invites you to savor that golden start to the day, whether through nostalgia-infused data, interactive pop-ups in NYC, or the sweet promise of a free hotel stay. In travel, even a simple waffle can carry the sweetest memories.
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