Premier Inn's Premium Service

Designing a premium service for a much loved budget hospitality brand.

Premier Inn's Premium Service Image

Premier Inn, aiming to retain budget travellers in a competitive market, collaborated with The Engine Service Design team to create a comprehensive customer experience strategy that extended beyond the quality of guests' rooms.

The Challenge

In the face of increased competition for budget travellers, Premier Inn needed to define a differentiated customer experience to keep people coming back.  This project was critical to informing significant future investment. 

The Engine Service Design team developed a vision to expand the Premier Inn's signature experiences beyond the guest's room, encompassing the end-to-end customer experience and reflecting how people liked to travel for business and pleasure.

Premier Inn embarked on a transformative journey, where aligning key business decisions with their customer experience vision became the cornerstone of their strategy. This shift was more than just an ideal; it was the driving force behind their Target Operating Model. As Premier Inn embraced a customer-centric approach, its stakeholders recognised the immense value it brought to their context.

The result was a comprehensive customer experience vision that spanned the entire end-to-end journey, redefining their brand and their commitment to delivering exceptional experiences.

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