Premier Inn: Pillow talk

This article explains how Premier Inn, the UK hotel chain, integrated findings from two pre-existing surveys - one for employees, and one for guests - in order to provide enhanced business insights.

Premier Inn: Pillow talk

ORC International and Premier Inn

Summary

Premier Inn is an organisation driven by evidence and innovation, and uses research as a basis for tactical and strategic business decisions. ORC International's 'Guest Recommend' and employee engagement programme 'Your Say' are deeply embedded in the business and impact on Premier Inn's operational decisions daily. Both are key measures of the customer heartbeat and are used to make strategic and tactical changes, communications and business changes.

The guest data is displayed on hotel websites to increase guest confidence, and is used to inform advertising campaigns and to make a...

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