Marketing mix of Premier Inn (7Ps of Premier Inn)
This article offers an in-depth evaluation of the marketing mix of Premier Inn (7Ps of Premier Inn). Premier Inn is a British limited-service hotel chain. It was established in 1987 by Whitbread. It operates mostly in the UK; however, it has presence in some other countries as well.
Products and services of Premier Inn
Premier Inn offers different types of rooms for different customers. For instance, its family rooms have a king size bed for adults, two pull-out or sofa beds for kids, and a travel cot for a baby (Premier Inn, 2021). Some of the hotels have interconnecting rooms for parents to keep an eye on their kids. Generally, rooms are categorized as single, double, and accessible (designed for wheelchair access).
The luxury king size Hypnos beds in Premier Inn are very good. A hairdryer, Freeview TV, free Wi-Fi 24/7, and tea and coffee making facilities make the guests’ stay very enjoyable. Similarly, almost all the Premier Inn hotels have a bar and a restaurant on-site so that guests do not have to go far for food and drinks. All hotels are bike friendly and have a rigorous daily cleaning regime to ensure the safety and wellbeing of the guests.
However, it should be mentioned that the feedback on Trustpilot shows that customers have mixed feelings about the services provided by the hotel with most of them branding the experience as bad while many others branding it as excellent (Trustpilot, 2021).
Pricing strategies of Premier Inn
Premier Inn has different pricing strategies i.e. Flex, Semi-Flex, Advance, Standard, and Non-Flex rates. These provide customers with different options. Flex is the most flexible option which allow them to cancel or amend their stay up to 1pm on the day they are due to arrive. Generally, the hotel has a value pricing strategy aiming to provide the customers with a great value for their money. Similarly, it also pursues a price discrimination strategy with its lowest rates being often for rooms on Friday, Saturday, and Sunday nights (Premier Inn, 2021).
However, it should be mentioned that some customers complain that the hotel sometimes fails to keep up with its affordable pricing promise as it is very difficult to book a room for the promotional price because very few promotional rooms are usually available.
Place/distribution channels of Premier Inn
Premier Inn has over 800 hotels across the UK and in countries such as Ireland, United Arab Emirates, Qatar, and Germany (Premier Inn, 2021). Customers can book rooms directly via the hotel’s website and the app. Likewise, they can do so via third parties such as Booking.com, Lastminute.com, and some others. Premier Inn prefers online booking; however, customers can also book rooms over the phone.
Promotional strategies of Premier Inn
Promotion has a key role in the marketing mix of Premier Inn (7Ps of Premier Inn). The hotel invests a lot of money on advertising in platforms such as outdoor, radio, print, and digital & social media. It aims to invest £20m into marketing in 2022 with a particular focus on broadening its digital reach (Jefferson, 2021).
Over 325 thousand people follow the Premier Inn Facebook page. However, its Instagram page has just over 22 thousand followers. This shows that the hotel needs to increase presence on more social media platforms.
People of Premier Inn
Around 35,000 people work in the Premier Inn hotels and restaurants in the UK who serve over 5 million customers every month (Whitbread, 2021). The company provides thousands of apprenticeships and work placements for young people every year which demonstrates its commitment to corporate social responsibility.
However, Wickens (2021) reports that many employees staged protests across the UK in June 2021 asking to be paid the living wage. The author has also mentioned that around a third of staff are paid the minimum wage. As people are the best resources in the hospitality industry, the hotel should take this very seriously to avoid any future protests and disruptions.
Processes in Premier Inn
The process of booking a room in Premier Inn is easy. Customers can browse the hotel website/app and search for their preferred location. Once a room is found, they can click on ‘Book Now’ to continue and provide the hotel with the required information. Once the room is booked, the hotel provides them with the check-in details. The whole process takes place online; however, customer can also book over the phone. It should be mentioned that customers should email the hotel first if they wanted to book 10 rooms or more.
Physical evidence of Premier Inn
Comfortable king size Hypnos beds, toasty duvets, soft pillows, nice logo, Premier Plus rooms’ large desks, adjustable chairs, comfortable armchairs, and many others attest to the very good physical environment of Premier Inn.
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Last update: 03 November 2021
Jefferson, M. (2021) Premier Inn pins recovery hopes on marketing with ‘invest to win’ strategy, available at: https://www.marketingweek.com/premier-inn-recovery-marketing/ (accessed 01 November 2021)
Premier Inn (2021) About us, available at: https://www.premierinn.com/gb/en/why.html (accessed 02 November 2021)
Trustpilot (2021) Premier Inn, available at: https://uk.trustpilot.com/review/www.premierinn.com (accessed 02 November 2021)
Whitbread (2021) About us, available at: https://www.whitbreadcareers.com/about-us/ (accessed 01 November 2021)
Wickens, J. (2021) Premier Inn employees strike over living wage dispute, available at: https://employeebenefits.co.uk/premier-inn-employees-strike-living-wage-dispute/ (accessed 02 November 2021)
Author: M Rahman
M Rahman writes extensively online with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.