Over the last 10 years, Premier Inn has grown at an incredible rate, there are now more than 800 of their hotels in the UK and Ireland. It has become one of Britain’s most loved brands by offering good quality and market-leading value.
We partnered with the team at Premier Inn to help them move into a new market and grow the choice available to their customers. Known as “sub-budget”, this market is characterised by the trade-offs people need to make, often having to stay somewhere that is uncomfortable, unsafe or unclean.
The work started by defining a clear proposition that would differentiate the new offer in the market and in the Premier Inn ecosystem. This provided the clarity and focus needed to drive the product development, customer experience and design system while ensuring customers would understand what to expect and what occasions it would suit best.
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Stephen McGilvray
Creative Director & Designer