Marketing Challenges Faced by Premier Inn

This report discusses the marketing challenges faced by Premier Inn, a UK-based hospitality organization, and provides recommendations for adaptations that can be helpful for Premier Inn in gaining more market share. The report also highlights ethical and sustainability issues that can be considered by Premier Inn during the development of the recommendations.

Marketing Challenges
faced by Premier Inn

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Review of the Marketing mix strategies of Premier Inn........................................................3
Recommendations for adaptations that can be helpful for Premier Inn in gaining more market
share........................................................................................................................................3
Ethical and Sustainability Issues that can be considered by Premier Inn during the
development of the recommendations....................................................................................3
Conclusion.......................................................................................................................................3
References .......................................................................................................................................4

Introduction
Marketing is referred as the activities of an organisation that are undertaken in order to
promote the process of buying as well as selling a product or a service. The process of Marketing
comprises of several activities like advertising, selling as well as delivery of the products to the
customers as well as the business (Olya, and et. al., 2018). There are several challenges that can
be faced by an organisation during the marketing process due to rapid changes in the customer
needs and wants along with the increase in the competition globally, etc.
Premier Inn is a UK based hospitality organisation that operates several hotels in the
several regions. The organisation was founded in the year 1987 and is considered as the largest
brand of hotels that have more than 70 thousand rooms in over 800 hotels. Premier Inn focuses
upon several marketing strategies in order to operate its business successfully.
Main Body
Review of the Marketing mix strategies of Premier Inn.
Marketing mix is a detailed model that used by the companies in order to fulfil their
marketing objectives. The mentioned marketing tool is the inclusion of product, price, placement
, and promotion. These strategies play an important role in enhancement of the business
performance of an organisation. The marketing mix strategies of Premier Inn have been
discussed below in detail.
 Products and Services- Premier Inn tends to offer several types of Products and Services
to its customer and services. Premier Inn offers several kinds of rooms for its customers.
Various products that are offered by Premier Inn include King sized beds, pull out as well
as sofa beds, travel cot, etc. Further there are several rooms that offer interconnecting
rooms. The most popular categories offered by Premier Inn in terms of hotel rooms
include Single bed rooms, double bed rooms and accessible bed rooms that are designed
in order to facilitate access to wheelchairs. Further, Premier Inn offers several services
like Hairdryer, free wifi, free breakfast, freeview television that can easily make the stay
of the customers enjoyable. Further the Premier Inn tends to have a bar as well as
restaurant so that their guests do not have to migrate at other places and also they offer a
hygienic regime to keep the place safe and clean (Pappas, 2019).

 Price- Premier Inn follows several pricing strategies such as Flex, Non flex, semi flex,
advance as well as standard rates in order to provide their customers with several options
to choose from. Flex is considered as the most flexible option that allows their customers
to cancel their bookings and also amend their stays when they arrive. The hotel chooses a
pricing strategy that focuses upon providing customer satisfaction in terms of money.
Also Premier Inn follows a price discrimination policy under which it offers lowest rates
of rooms on the weekends i.e. Friday, Saturday and Sunday.
 Place- Premier Inn has more than 800 hotels across the region of United Kingdom
including Ireland, Qatar, Germany, United Arab Emirates. The customers have various
options to choose in order to book a hotel room such as it can be booked through the
website of the Premier Inn as well as the app of the organisation. Also, Premier Inn offers
several more third parties such as Lastminute.com, Booking.com and several others that
can be used for booking the rooms.
 Promotion- There are several promotional strategies that can be adopted by Premier Inn
in order to promote their products and services. Premier Inn tends to invest a lot of
money in order advertise its products and services through the outdoor media, radio, print
media, digital media as well as social media. The aim of Premier Inn is to invest a huge
amount in order to broaden its digital reach. There are several social media platforms that
are used by Premier Inn such as Facebook and Instagram in order to enhance its reach
towards the customers.
Recommendations for adaptations that can be helpful for Premier Inn in gaining more market
share.
There are several recommendations that can be adopted by Premier Inn in order to gain
and maximise its market share. The recommendations have been discussed below.
 Clear identification of products and services- It is important for Premier Inn to clearly
identify the products and services that they are offering into the market. When the
organisations have a diverse product mix, it is recommended that the marketing strategy
applied separately for each individual product (Prosser, Lane, and Jones, 2021).
 Analyse the ways in which the products can meet the needs of the customers- The
products and services that are being offered by Premier Inn must be able to serve the

specific needs of their customer. It is important for the organisation to articulate the needs
in order to satisfy the customer needs and desires.
 Understand the places where the target audience shops- It is important for an organisation
to evaluate several kinds of platforms through which the customers have access for the
organisational information. Hence, it is recommended to increase the availability of the
information on the several online portals regarding Premier Inn.
 Formulation of the marketing messages- The organisations are recommended to
formulate a marketing message that seams appealing for the customer base that further
helps in communicating the ways of serving the product and services of Premier Inn in
the market. The organisation can think of several marketing communications that can be
invested in, in order to reach the target customer through several channels of traditional
marketing, digital marketing and direct marketing as well (Ray, and Bandyopadhyay,
2019).
 Revisit the marketing mix over time- It is important for an organisation to revisit the
marketing strategies of the organisation over a certain period of time. Hence it is
suggested for Premier Inn to revisit the strategies of marketing that can help the product
and services of the organisation to grow in the market which is important in order to
bring changes in order to keep up with the demand. It is essential to adjust the marketing
mix over the course of the lifestyle of a product along with the marketing plan which is
more likely to evolve with time.
Ethical and Sustainability Issues that can be considered by Premier Inn during the development
of the recommendations.
There are several kinds of issues that can be considered by Premier Inn while developing
the recommendations for market growth of Premier Inn (Prosser, Lane and Jones, 2021).
Ethical issues
 Employee theft- Employee theft is an ethical issue that can be considered while
formulating the marketing strategies of Premier Inn. There can be two kinds of employee
theft basically employees stealing the supplies and money as well as customer loyalty.
The employees might steal the pillows, sheets, cleaning supplies, etc. Also, the
employees might steal from the guests while cleaning the rooms.

 Providing inferior supplies- Ethical issue that can used by premier Inn is using the
inferior supplies which means that the customers are paying extra for the hotel price but
in returning they are using the cheap quality products for the customers.
Sustainability Issues
 Environmental impact- The hospitality sector is considered to have a huge impact over
the energy and water consumption due to which the use of consumable and durable goods
may increase and it can lead to a harmful impact upon the environment which can be
considered as a sustainability issue at premier Inn.
 Another sustainability issue is releasing of excess green house gases through emissions
from the electronic products that are used at the hospitality industry. Further it may lead
to climate change, environmental devastation as well as unfair treatment of the
employees at the organisation (Romero, and Tejada, 2020).
Conclusion
It can be concluded from the study that marketing strategies play an important role in an
organisation. The process of Marketing comprises of several activities like advertising, selling as
well as delivery of the products to the customers as well as the business. The report states that
there are several challenges that can be faced by an organisation in terms of marketing. The
challenges that can be faced by the organisation are ethical as well as sustainable issues and
further it is important to bring and adapt to several changes that have been recommended in the
report in order to enhance the market growth of the organisation.

References
Books and Journals
Olya, and et. al., 2018. Behavioral intentions of disabled tourists for the use of peer-to-peer
accommodations: An application of fsQCA. International Journal of Contemporary
Hospitality Management.\
Pappas, 2019. UK outbound travel and Brexit complexity. Tourism Management, 72, pp.12-22.
Prosser, Lane, and Jones, 2021. Collaboration for innovative routes to market: COVID-19 and
the food system. Agricultural Systems, 188, p.103038.
Ray, and Bandyopadhyay, 2019. Challenges for Achieving Sustainable Development: a Social
Enterprise Marketing Perspective. In ANNUAL GSOM EMERGING MARKETS
CONFERENCE 2019 (pp. 43-47).
Romero, and Tejada, 2020. Tourism intermediaries and innovation in the hotel industry. Current
Issues in Tourism, 23(5), pp.641-653.
(Olya, and et. al., 2018)(Pappas, 2019)(Prosser, Lane, and Jones, 2021)(Ray, and
Bandyopadhyay, 2019)(Romero, and Tejada, 2020)