Budget hotel chain Premier Inn uncovered the preferences, priorities and pain points of hotel guests in order to improve the user experience from the moment of booking through to the next-day departure.

Why it matters

The customer journey is an opportunity for brands to differentiate themselves from their competitors. By analysing this, Premier Inn came away with valuable insights that enabled it to not only improve its offer but also change how the brand is perceived by potential customers.

Takeaways

• The project included views from stakeholders in the Premier Inn business to provide a more ‘joined up’ approach...