Premier Inn - The Social

For the last couple of years, we’ve been carefully crafting Premier Inn’s latest bedroom product, ID5, which will be launched widely in 2024. However, our time spent with the team, in their hotels and talking to their guests led to some big questions and major opportunities being identified for the hotel’s ground floor space. What if it could seamlessly combine reception, bar and dining without major labour demands? What if it become a compelling destination for guests that would keep them in the hotel to eat and drink rather than heading out? What if locals wanted to come and work, socialise or dine there too? Three UK trial sites later and test case proven, ‘The Social’ has become a huge commercial and operational success which will also now be rolled out alongside the new bedroom product.