Premier Inn's brand position is based on one simple promise. It promises it's guests a good night's sleep. Anyone not experiencing this will get their money back. No other hotel does this - so their brand position becomes a competitive advantage in a highly competitive market.
Product
The whole service of providing rooms to guests revolves around a good night's sleep. Different pillows are available as it has been identified that not all people have the same preferences when it comes to comfort. All rooms are consistent in colour, furniture and decor and the beds themselves have been specifically tested and selected. In a fantastic example of diversification the mattresses are actually on sale to customers via a strategic partnership with bed-makers …show more content…
When its TV Ad was launched, an email was sent to Premier Inn's mailing list giving a sneak preview before it hit the screens.
Premier Inn appeals to the family market segment by holding a 'dad of the year' competition and use social media to promote destinations and new hotels. Along with email newsletters, offers and an excellent website, Premier Inn uses all channels to good effect, with strong brand presence throughout. Lenny Henry, the celebrity face of Premier Inn, even gives some video tips on how to have a good night's sleep.
Place
One of the real strengths of Premier Inn is its multi-channel marketing efforts. Booking via the phone, website or app is a consistent experience. The app in particular enables a customer to find their nearest Premier Inn - 50% of same-day bookings are completed on the app. Targeting multi-channel customers is a wise move, as research suggests that they spend 80% more than single-channel consumers.
Locations of the hotels is also paramount, with city centre offerings, airport hotels with car parking facilities and motorway locations all appealing to different customer segments, with a portfolio of 670 hotels that is constantly growing to meet new opportunities and demands.
Product
The whole service of providing rooms to guests revolves around a good night's sleep. Different pillows are available as it has been identified that not all people have the same preferences when it comes to comfort. All rooms are consistent in colour, furniture and decor and the beds themselves have been specifically tested and selected. In a fantastic example of diversification the mattresses are actually on sale to customers via a strategic partnership with bed-makers …show more content…
When its TV Ad was launched, an email was sent to Premier Inn's mailing list giving a sneak preview before it hit the screens.
Premier Inn appeals to the family market segment by holding a 'dad of the year' competition and use social media to promote destinations and new hotels. Along with email newsletters, offers and an excellent website, Premier Inn uses all channels to good effect, with strong brand presence throughout. Lenny Henry, the celebrity face of Premier Inn, even gives some video tips on how to have a good night's sleep.
Place
One of the real strengths of Premier Inn is its multi-channel marketing efforts. Booking via the phone, website or app is a consistent experience. The app in particular enables a customer to find their nearest Premier Inn - 50% of same-day bookings are completed on the app. Targeting multi-channel customers is a wise move, as research suggests that they spend 80% more than single-channel consumers.
Locations of the hotels is also paramount, with city centre offerings, airport hotels with car parking facilities and motorway locations all appealing to different customer segments, with a portfolio of 670 hotels that is constantly growing to meet new opportunities and demands.