Utilising reception welcome walls to engage with guests and immerse them in their destination.

Issue
Our German hotel receptions have expansive, empty wall spaces that lack purpose and engagement.

Insight
Guests are arriving at our hotels with excitement and anticipation. Depending on what their trip will entail, often they’ll be ready to immerse themselves in their destination and make the most of the stay. So, when guests are waiting to check-in or waiting for someone in the area, surroundings are important with ample opportunity to create engagement and inspiration.

Idea
We transformed blank walls into captivating welcome displays by designing contemporary line art illustrations that celebrate the unique character of German cities. These artworks highlight key landmarks, cultural attractions, and points of interest, serving as visual guides to the local area. Each design is intricately detailed to reflect the essence of the city, combining cultural heritage and modern artistry to inspire exploration and a sense of discovery.

​​​​Impact
The initiative has been a resounding success, with 34 designs rolled out across our Premier Inn DE hotels. These vibrant illustrations have become a defining feature of the brand, enhancing the guest experience and solidifying our identity in Germany.