ROOMS WITH ALL THE PERKS

As Premier Inn continues to roll out its Premier Plus rooms, we speak to Tamara Strauss, the group’s Global Customer Director.

What insight lead to the decision to expand the room choice?

Feedback from guests showed us they’d value more choice. Anchored in research, we then took the aspects of our Standard rooms that our guests love like the king-size bed - and introduced additional features for even more comfort, convenience and connectivity.

What are the additional product features in the Premier Plus room?

We’ve added ironing boards, a bigger desk with an adjustable chair, a comfortable armchair and a mini fridge with complimentary water.

We’ve also added a Nespresso machine with coffee pods and Green & Blacks chocolates.

All Premier Plus rooms have airconditioning, a rainfall shower, upgraded toiletries and an improved vanity area with a stool and hairdryer.

The technology has been enhanced too: all rooms have free access to our faster Ultimate Wi-fi.

Sustainability is so important to businesses right now. What measures have been incorporated into the Premier Plus room proposition?

We’ve never used single-use plastic for our toiletries, and this extends to our Premier Plus rooms. We’ve made a pledge to eliminate unnecessary single-use plastic altogether by 2025. We’ve also partnered with Project Art Works, a collective of neurodiverse artists and activists. Each Premier Plus bedroom has a specially selected print, created by Project Art Works’ artists.

Where can we find Premier Plus rooms and what’s the growth plan for them?

We now have around 2,000 Premier Plus rooms in over 100 of our hotels. As the product is popular with both our business and leisure guests, they are not exclusively in city centres and span the entire length of the UK. Premier Plus is very much part of our forward pipeline too.

What do your guests think of Premier Plus?

They absolutely love it. The introduction has boosted our brand metrics and we were so delighted earlier this year to be voted the number one travel brand by Yougov.

Are Premier Plus rooms available on all booking channels?

Yes, they can be booked directly through our website, our booking tool, Business Booker and via our TMC partners.

Find out more Premierinn.com/premierplus