| Hotels |
| Premier Inn Is World's Premier Brand |
The world’s strongest hotel brand is Premier Inn. The mass-market, UK-focussed brand’s top billing may
come as a surprise to some, however Premier Inn lives up to its name across a
broad range of brand metrics from marketing investment to familiarity and consideration.
Luxury brands may be notionally more desirable, but they are not as widely
known as Premier Inn. The budget chain’s value for money also supports higher
scores for preference and satisfaction. Premier Inn’s financial performance is
correspondingly strong, with total sales up 12.9% and like for like sales up
4.2% in their financial year 2015/16, supporting an 11.9% pre-tax profit
increase for Whitbread (Premier Inn’s owner).
Whitbread has consistently invested in
effective marketing communications. Premier Inn was the first mass market UK
hotel brand to be advertised on prime time television following its creation in
2007 and has benefitted from high quality, effective advertising (frequently
fronted by comedian Sir Lenny Henry) ever since. As confidence has grown in the
strength of the brand, campaigns have become more emotionally-led. Recent ads
focus on Premier Inn’s role in helping friends and family keep in touch,
including the Wes Anderson inspired ‘Aunt Mabel’s Birthday’.