Checking in: How Premier Inn improved the customer journey

Jo Bowman

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 to know much more than how the stay was. There was a desire to understand how the booking came about, as well as the quality of the check-in process, the breakfast, checking out, and what else its guests were doing while staying at its properties.

A project was commissioned to identify whether Premier Inn...

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