Finding a futureproof name for our newly designed rooms across 40 Premier Inn hotels. 

Issue
Our estate has a mixed variation of room design with some hotels having an older format style than others. However, from September 2024, we will have 10,000 newly designed and improved rooms across the Premier Inn estate. We needed to find a smart, futureproofed way of describing the new room improvements in a way that doesn’t denigrate the older product and justifies why Premier Inn is great value.

We also need to consider the point that as we pride ourselves on consistency, regardless of what our rooms ‘look and feel’ like, guests should always experience consistency from our top-quality products – this will always be the comfort they can count on.

Insight
In some sites with older room designs, we have declining guest scores because of a potential sub-par experience, whilst the customer is paying higher rates due to occupancy. Also, customers who stay in older rooms are less likely to return, by a factor of 2 to 5%.

As our guests are at the heart of everything we do, it means we’re always looking for new and innovative ways to enhance their experience. We pride ourselves on continually innovating, refining and enhancing our designs and ideas so that as a business, we’re constantly evolving.

Idea
Essentially, we would be naming a process, not a product. The process would align with our company RTBs around innovation which would highlight the fact that we’re in a continual cycle of product innovation and refinement. This strategy also futureproofs us for all future product refreshes / makeovers / enhancements.

The newly designed rooms could not be considered or have the word ‘new’ in the name as this would imply we have a new, bookable room option (our room options are only Standard and Premier Plus).

So, Next Evolution Style rooms was created. Feeling the most aligned to the generational and transformation process angle of the naming convention, ‘Next Evolution Style’ signifies progress and iteration. In addition, ‘Next’ felt the most appropriate substitute for ‘new’.

Impact
Found in over 40 hotels, our Next Evolution Style rooms have had a positive impact on our guests and increased our guests scores.

If guests want to find out more about the rooms, they can head to a dedicated page on our website that explains everything about our transformation and innovation processes. The announcement of the newly designed rooms was rolled out via email, the website and brand new branded photography.