Premier Inn unveil revamped bath robes for treacherous guests with a guilty conscience
With nearly half of UK adults admitting that feelings of guilt keep them up at night, Premier Inn has recruited psychologists, the Speakmans, to offer top tips on how to sleep with secrets
London, 8th October 2025 – Premier Inn has unveiled new limited-edition bath robes, available to their most duplicitous guests at select hotels across the UK.
Available throughout October, the cloaks’ unveiling coincides with the unmissable return of reality TV’s most infamous murder-mystery show, making them perfect for guests who want to wrap-up and catch up on the latest episode.
Available while stocks last, the robes will be free for guests at selected hotels in Edinburgh, as well as Birmingham and Cardiff – with Brummies most likely to bend the truth in the UK. The results were revealed in new research, commissioned by the hotel brand, which shows just how much guilt and overthinking are keeping Brits up at night.
Almost half of UK adults (46%) say they lose sleep at least once a week due to a guilty conscience, spiralling thoughts or worrying about something they’ve done.
Around 6.9 million people frequently find themselves tossing and turning because of something they’ve said or kept to themselves – with the top causes of guilt-induced insomnia including avoiding a difficult conversation (29%), forgetting an important date (22%) and keeping secrets from friends (21%).
The nation’s relationship with the truth is equally tangled. Over half (58%) say white lies are perfectly acceptable, and nearly one in five (19%) believe some lies are necessary – and feel totally justified in telling them. More than a quarter (28%) fib to spare someone’s feelings, while 27% admit they lie to avoid getting into trouble.
Premier Inn’s limited-edition robes are available while stocks last and offer a free solution for guests looking to decompress after a day of drama, catch up on some telly, or enjoy a guilt-free breakfast.
With so many struggling to nod off due to deceitful thoughts, Premier Inn has also partnered with psychology experts, the Speakmans. They advised “Guilt is one of the most powerful emotions we experience. It can linger long after the moment has passed and affect our mood and our wellbeing.”
“Psychologically, unresolved guilt has a devious impact on us – it keeps the brain in a heightened state of alert, making it difficult to switch off and fall asleep. That’s why it’s vital to address the emotional root before bedtime. If your brain is whirring on a problem or guilty feeling, try these techniques to help you drift off.”
1. Reframing the Guilt Before Bed: Guilt thrives in silence. Instead of suppressing it, write down what’s bothering you in just one sentence. Then write a counter-thought: “I’m learning from this. I’m not that person anymore.” This reframing helps shift your brain from punishment to progress, reducing emotional tension before sleep.
2. Creating a Forgiveness Ritual and turning bedtime into a symbolic reset: This can be as simple as lighting a candle, taking three deep breaths, and saying: “I release today. I choose peace.” You can also visualise the guilt as a heavy coat you remove and hang up for the night. This physical metaphor helps your subconscious let go, even if just temporarily.
3. Using Guided Audio to Interrupt Rumination: Guilt loops are mental noise so you should try to replace them. Listening to a sleep story, guided meditation, or calming podcast is a great way to do this.Choose content that’s gentle, non-judgmental, and ideally focused on self-compassion. This distracts your mind and lowers cortisol levels, making sleep more accessible.
4. Practice “Mental Time Travel”: Guilt often comes from past actions, so imagine yourself one year from now, having made amends or grown from the experience. Ask: “What would future me say to me tonight?” This technique builds perspective and reduces emotional weight of guilt in the present.
5. Anchor Sleep to Safety, Not Shame: Your bed (like any Premier Inn bed!) should feel like a sanctuary, not a courtroom.Use soft textures, calming scents (lavender, chamomile), and warm lighting to create a cosy space. Use words of affirmation and say aloud: “This space is for healing, not punishment.” Over time, this anchors your nervous system to associate sleep with safety, not self-judgment.
-ENDS-
Notes to Editors:
The limited-edition cloaks will be available for free for a limited time only while stocks last from:
Premier Inn Cardiff City Centre
Premier Inn Edinburgh City Centre (Princes Street)
Premier Inn Edinburgh City Centre (Waverley – Rose Street)
Premier Inn Edinburgh City Centre (Royal Mile)
Premier Inn Birmingham City Centre (Exchange Square)
