Growth in revenue for Premier Inn since consistent brand evolution

SIMON SMITH – 8 MAY 2014

Premier Inn has seen a growth in revenue due to its consistent brand evolution. The hotel chain is focusing on creating strong brand health rather than showing hotel interiors and focusing on prices like its competitors.

Lenny Henry continues to be the brand ambassador for Premier Inn and a £15m marketing campaign is focused around the hotel’s ‘good night guarantee’. The budget hotel chain is promising an experience rather than just good value, and to back up this experience it has refubished many of its hotels and installed new and comfier beds.

The campaign has seen increased bookings and improved customer satisfaction ratings. George Saunders, food analyst at retail research agency and consulting firm Conlumino, says,

“At the root of Premier Inn’s success is consistent brand evolution… it has invested beyond price to broaden its differentiation; including a systematic site refurbishment programme and focused initiatives such as its next generation ‘best ever beds’ campaign.”

Premier Inn is part of the Whitbread group, which also owns Costa Coffee, Beefeaters Grill and Brewers Fayre, connections that have been used to compliment the Premier Inn overnight experience.

Premier Inn was last rebranded in 2007.