Checking in: How Premier Inn improved the customer journey

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 departure the morning after a stay.

Premier Inn, the budget hotel chain owned by Whitbread, knew it needed to more deeply understand what its customers were looking for – more than any old-style ‘How was your stay?’ survey left on a table in the room could provide.

In fact, the brand wanted...

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