Hilton Creates A ‘Towel‑Tally’ Amazing Send Off As The Lionesses Depart For Their Biggest Tournament Of The Year 

LONDON - As the Lionesses depart Hilton at St George’s Park for Switzerland, a giant message of support has been unveiled on the hotel grounds by Hilton, Official Hotel Partner of the England Teams, to cheer on the players!

Crafted from nearly 10,000 towels and stretching 41 metres wide by 29 metres high, the ‘towel-tally’ amazing send off took a whopping 36 hours to complete. The intricate art installation was created by an expert squad of towel turners - including hotel team members - the same friendly faces who provide the Lionesses with a warm and welcoming stay, and a 'home away from home' throughout the year. 

So far in 2025, the Lionesses have accumulated over 1,000 stays at Hilton at St George’s Park between them. Over this time, the hotel has kept an impressive score sheet of its own, helping the team rest in camp and prepare for training sessions and matches with over 10,304 pillows fluffed and 20,304 towels rolled.

A nod to the beloved tradition of hotel towel art animals, the larger-than-life display, featuring a proud lioness's face, incorporates a medley of techniques: 7,500 towels rolled, 2,250 folded, and 250 artistically fanned to create the stunning visual.

England Lioness, Ella Toone, said, "I couldn’t think of a better send off! We spend so much time away from home, but Hilton is where we find calm, comfort, and a bit of normality. It's the small things that make all the difference - a friendly face, even a perfectly fluffed pillow. The team always takes great care of us so we can focus on what we do best!"

Stijn Bastiaens, vice president, Marketing and Loyalty, EMEA, Hilton, said, "At Hilton, we know that it matters where you stay - and never more so than when the Lionesses stay with us during training camps. Spending many nights of the year at Hilton at St George’s Park, our team members provide our signature hospitality to make sure the players always feel at home, away from home. As the team heads off for one of the biggest sporting events of the year, we wanted to show them we’re all behind them and cheering them on!”

Fans can also create their own messages of support for the Lionesses until 7th July by submitting them via special booths at select Hilton hotels across the country, including Hilton London Wembley, Hilton London Metropole, and Hilton Liverpool City Centre.

Through Hilton’s three-year partnership with The Football Association, which includes Wembley Stadium and St George’s Park, Hilton will regularly support the England teams at home and away games. Hilton Honors members will be able to turn their hotel stays into some of 2025’s most sought-after tickets, including major sold-out gigs and other high-stakes matches at Wembley Stadium connected by EE.

Hilton Honors is the free-to-join, award-winning guest loyalty programme, where members benefit from greater discounts and unlock exclusive perks and once-in-a-lifetime experiences that now proudly includes a host of events at Wembley Stadium. By booking directly at Hilton.com or through the Hilton Honors app, members can access a host of instant benefits designed to elevate their stay.

Following the spectacular display, the majority of towels were recycled and a number donated to Gift of Kit as part of Hilton’s ongoing work with grassroots sports teams.*

Notes to Editors: 
*The remaining towels, which had reached the end of their usable life, will be responsibly recycled in line with Hilton’s sustainability practices to ensure minimal environmental impact.