PREMIER INN, THE SOCIAL

Client: Whitbread
Location: UK

CHALLENGE
Whitbread wanted to rethink the traditional hotel ground floor, creating a seamless environment that combined check-in, dining and drinking while improving both the guest experience and commercial performance.

POWER OF HOSPITALITY THINKING™
Rather than treating reception, bar and restaurant as separate functions, we designed The Social as a single integrated experience,  with the bar at its heart. This created a more efficient operating model while encouraging both guests and locals to work, meet, relax and dine throughout the day, maximising engagement with the space.

OUTCOME
The Social transformed underutilised hotel space into a vibrant social hub, significantly increasing food and beverage sales while creating a scalable format now being rolled out across the Premier Inn estate.

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GO WITH THE FLOW

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EVERY DETAIL COUNTS

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TALKING SOCIAL

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A LIVING PATTERN

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LET’S GET SOCIAL

92% average uplift 

With 50+ sites now brought to life, The Social has become a significant commercial and operational success, delivering an average 92% uplift in drinks sales and a 48% uplift in food sales. The strongest performing site achieved an impressive 254% uplift in drinks sales, demonstrating the power of a more integrated and guest-centric approach to the hotel ground floor experience.

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