Naming our brand-new bed and mattress made exclusively in partnership with Silentnight.

Issue
We needed to create a futureproof naming convention for our new bed that would not only retrospectively consider our previous generation bed name but also make sure it was viable for future generation beds, regardless of third-party partnership or collaboration. Additionally, we needed to create clear parameters on how we talk about the partnership with Silentnight across different channels, environments and audiences.

Insight
A huge part of what we give our guests for that Premier Inn experience is by providing them with a great night’s sleep. We do this by maintaining a consistent high standard of excellence no matter what because ‘Sleep is our thing’. Alongside our famous breakfast, our beds rank highly with what’s most synonymous with Premier Inn.

After researching our competitors and other bed selling sectors in depth, we found that a lot of them talk about the ‘bed experience’ and then sell their beds / mattresses off the back of this concept.

Idea
We discovered that in order to champion our pillar of consistency and continue to sell our ‘Premier Inn Bed experience’ we had to first officially make our beds a ‘signature product’.

Introducing The Premier Inn Bed™

As a concept, we’re saying that no matter who we partner with to make our next generation mattress or a headboard or a base, The Premier Inn Bed will always be a product that represents our consistency and quality. As a business that is in a constant state of innovation, any modifications / iterations we make simply enhance the signature product but never change it. Our promise of comfort remains our constant.

But we still had to name the new mattress:

Premier Inn Mattress 2.0 made exclusively by Silentnight.

Ownable and distinguishable (Premier Inn Mattress) the 2.0 part is a futureproof way of being changeable when we roll out all future generation of mattresses, regardless of partnership.

Impact
Since the launch of our new mattress, we’ve had a substantial increase in sales of over 500%. For our guests to enjoy the full ‘hotel to home’ experience, they can not only take home our brand new Premier Inn Mattress 2.0 but can build their very own Premier Inn Bed with our range of divans, headboards and bed frames on our bed shop. What’s more, from our dedicated bedding website site Premier Inn at home, guests can also buy our duvets, pillows and mattress protectors.