Move over fancy shampoos and lotions. The newest hotel bathroom amenity is toilet paper printed with jokes and cartoons.
Travelodge, London's largest hotelier, introduced "loo laughs" at its newest location that opened Thursday. Perhaps appropriately, the 131-room Bethnal Green Travelodge sits atop Lee Hurst's iconic Backyard Comedy Club.
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The budget hotel chain rolled out (pardon the pun) the humorous toilet paper after surveying 2,000 Britons seeking their views on reading in the bathroom. Seventy-five percent of the adults surveyed thought a loo roll with printed jokes was a good idea.
Other survey results revealed that 49 percent of Britons like to read on the toilet, with a third of the men and a fifth of the women surveyed reporting it as a popular pastime.
And eight out of 10 respondents stated reading on the loo alleviates boredom.
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"To celebrate the opening of the UK's first comedy club hotel concept, we thought it would be a fun and novel ideal to introduce (a) joke printed toilet roll; so that customers can continue to giggle whilst visiting the loo," Shakila Ahmed, a Travelodge spokeswoman, said in a press release.
An email request asking whether additional locations will receive the "loo laughs" toilet paper wasn't immediately returned.
At the Bethnal Green Travelodge opening, the company also announced plans for 145 new hotels across London that would create nearly 4,000 new jobs and boost the local economy annually by 290 million. (Read More: Marriott, IKEA to Debut Hotel Chain: Allen Wrench Not Included)