Marketing Plan for Premier Inn: Revamping the Executive Rooms

The report evaluates the current marketing mix of Premier Inn and recommends improvements for their executive rooms. Suggestions for social media and digital marketing strategies are emphasized.

Marketing plan

EXECUTIVE SUMMARY
The report is being commissioned to comprehend and develop knowledge in regards
with the key theories and concept related to marketing strategies by taking to account a UK
based hospitality organization that is Premier Inn. The firm is offering different products and
service such as restaurant, hotels, resorts, bars, pool, gym, concierge service, in-room dining
etc. The report has evaluated the current marketing mix of the firm and has determined the
strength and areas of improvement. It has been found out that with the existing strategies in
place the hotel is not able to follow the promise of their affordable pricing structure. Further,
with the advancement of technologies and changing external environment due to pandemic
and several other issues, it is crucial for the company to change their promotional strategies.
Thus, different suggestions related to the use of social media marketing strategy has been
emphasized on the report. The final section has also thrown light on digital marketing
strategy and the manners in which they contribute to the success of the organisation.

CONTENTS
INTRODUCTION......................................................................................................................1
BRIEF DESCRIPTION.............................................................................................................1
Overview of the company......................................................................................................1
Background information on the product chosen for revamping.............................................1
EXAMINING THE CURRENT MARKETING MIX..............................................................2
Current marketing mix of Premier Inn...................................................................................2
Determining the strengths and areas of improvement............................................................4
RECOMMENDATIONS ON IMPROVEMENT IN THE MARKETING MIX......................5
UTILIZING SUITABLE DIGITAL MARKETING STRATEGIES........................................6
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................9

INTRODUCTION
Speaking in relation with marketing, it plays a very important role in transferring,
exchanging as well as movement of the products and services to the final clients by different
types of intermediaries. It is important for the companies to manage their marketing function
effective for the purpose of searching out opportunities which are profitable for them and at
the same time helps in satisfying the valuable customers. Marketing management is customer
oriented and thus, it is crucial for the managers to find out the services which satisfies the
needs and demands of the customers (Martin and Isozaki, 2019). Considering this, the current
research report also aims to comprehend and develop knowledge in regards with the key
theories and concept related to marketing strategies by taking to account a UK based
hospitality organization that is Premier Inn. The firm is offering different products and
service such as restaurant, hotels, resorts, bars, pool, gym, concierge service, in-room dining
etc. The report will going to evaluate the current marketing mix of the firm and will
determine the strength and areas of improvement. The final section will draw emphasis on
digital marketing strategy and will elucidate the manners in which they contribute to the
success of the organisation.
BRIEF DESCRIPTION
Overview of the company
Premier Inn is one of the largest and fastest growing hotel group of United Kingdom
and is a part of Whitbread PLC. In the year 2004, this brand was being created and now it has
expanded exponentially. The hotel is now equipped with around 40000 rooms and have more
than 450 hotels across the globe. The hotel aspires to provide their customers a good quality
rooms along with comfortable stay and atmosphere where they can relax (Premier Inn, 2021).
There are different services and products being offered by the hotel such as restaurant, hotels,
resorts, bars, pool, gym, concierge service, in-room dining etc. with friendly services. The
main objective of the Premier Inn is to engage the customers with their brand and
streamlining the journey of guests for making the bookings easily and quickly specifically for
the customers on the go.
Background information on the product chosen for revamping
Speaking in relation with the core product of the Premier Inn, it is the rooms of the
hotel. They are the basic product which the customers want to have when they step-in in the
hotel. Furthermore, they are the main reason why the customers purchase different services
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and visit hotel. Presently, the company is offering different rooms to their customers for
different purposes and requirements. Even different facilities and services are made available
to the guests in the hotel rooms of Premier Inn such as refrigerators, television, air
conditioning, Wi-Fi, lockers, desk areas, hair dryers, iron, free cot for hire and many more
(Goeldner and Ritchie 2019). Other than this, they are also offering vast variety of options
related to rooms to their guests such as suite rooms and bathroom, twin sharing rooms,
comfortable double bed with duvet, executive room and so forth. However, due to advent of
technologies and new outbreaks and pandemics, it is important for the hotel to take into
account the security measures for their guests. Thus, the executives rooms of the hotel is
being selected as the core product that needs to be revamped considering the rising
advancement of technologies and current outbreak and pandemics across the world.
Additionally, it is crucial for the hotel to change the design of the executive rooms and must
implement automation for enhancing security and safety of guests. In this regards, the hotels
rooms are being planned to change with contactless and touchless room controls. Along with
this, the hotel is also planning to have digital access for controlling the temperatures, blinds
of windows and lights (Glusac, 2020). All these changes will necessitate to make
modifications in the current marketing strategy of this product which the hotel is liking to
focus on.
EXAMINING THE CURRENT MARKETING MIX
Current marketing mix of Premier Inn
The marketing mix is being considered as the most important tool utilized by the firm
for building their strategies in order to present the products and services to the target market
successfully and efficiently. It includes combination of 4 P’s that is product, price, place and
promotion. All these elements are quite essential for the purpose of delivering effective
quality of services along with the satisfaction to the valuable customers of the hotel.
Explanation of the marketing mix of the core product that is executive rooms being chosen
for revamping is as follows:
Product
There are varied types of rooms being offered by the hotel for the varied requirements
of the clients. The executive rooms are categorized in to different groups such as single room,
double room and twin sharing rooms. Furthermore, they are also divided as per the needs of
the customers that is couple rooms, sofa beds, two pull out, family rooms having a king size
bed for adults, travel cot for baby etc. Other than this, there inter-connecting executive rooms
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in the hotel which are equipped with different facilities such as hair dryer, irons, refrigerator,
television etc. (Hill, Jones and Schilling, 2014). Premier In are quite famous and popular for
their quality services which helps in making the stay of the customer very enjoyable.
Similarly, the executive rooms of the hotel are located near the pool which offers splendid
view to guests. The hotel is bike friendly and rigorous cleaning regime is being followed for
making sure security, health, safety and wellbeing of the valuable customers.
Price
In regards with the pricing strategies, there are different pricing strategy being utilized
by the hotel such as flex, standard, non-flex, semi-flex and advance pricing. These offers
varied options to the clients. For example, flex pricing is very flexible in which the client can
cancel or make modification on the day they are arriving the hotel. In addition to this, overall
the hotel takes into consideration, the value pricing model which as sole aim to offer the
clients with a great deal for value for their money. The executive rooms are charged as per
the facility and services being offered by them (Glusac, 2020). As described above, there are
different types of executive rooms and thus, prices also varies as per their types. Moreover,
the hotel also follows the price discrimination strategy in which the lowest rates are being
provided for the executive rooms on Friday, Saturday and Sunday nights.
Place
Place element is being referred as the physical site where the product or the services
are being sold. The decision of the customers in regards with the purchase of that product is
being impacted by the location indispensably. Thus, it is important for the firm to sale their
product in the right place to attain more sales volume and profit margins. In relation with the
core product of the firm, the executive rooms of the hotel are located near the pool which
offers splendid view to guests. Furthermore, there are around more than 20 executive rooms
in the hotel which are located on different floors of the hotel. Furthermore, the executive
rooms are available at different locations of the hotel that is being extended from the
domestic market to international markets. Other than this, it is quite was for the customers to
book these rooms online seeking help from the mobile applications or websites (Donthu and
Gustafsson, 2020). The rooms are available to sale on most of the travel websites which
provides online bookings such as May my trip, clear trips, hotel.com etc.
Promotion
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Talking in relation with the promotional element, it plays a very important role in the
overall marketing mix of the company. The hotel makes a huge investment on advertising of
their core product in different platforms. The services being offered by the hotel in their
executive rooms are promoted through using advertisement, which is a paid of non-personal
communication of products, ideas and services. Further, the advertisement is done by Premier
Inn through using newspaper, press, radio, television, magazine and outdoor marketing. Even
the hotel makes use of direct marketing which comprises sending direct mail,
telecommunications, and leaflets to the clients. They send special offers, deals and discounts
to their loyal customers. Sales promotion is also an effective technique adopted by the hotel
for promoting their executive rooms. In this, they offer coupons, free offers, buy one get one
free and many other promotional offers. Sales promotion is being utilized by the company for
increasing their sales figures (). In addition to this, the company also makes use of personal
selling which involves face to face selling along wherein presentation of the goods and
services is being done by the employees of the hotel in front of the potential clients. The
Premier Inn also makes use of sponsorship in which they sponsor some event or any location
for promotion of the core product of the hotel as well as overall business. Internet marketing
is also crucial tool for the business for doing advertisement selling as well as promoting of
the business. Last but not the least, they also adopt public relation for establishing as well as
maintaining goodwill and comprehension amid the firm and its public.
Determining the strengths and areas of improvement
From the analysis of the current marketing mix being adopted by the Premier Inn it
can be said that the existing strategy of the hotel was quite effective in presenting the product
to the final customers successfully. In regards with the product strategy, the hotel has been
offering differentiated products as per the needs of the customers which is quite alluring for
customers belonging to different income groups. Additionally, the pricing strategy of the
company that is value based and price discrimination strategy is also proving effective in
gaining attention of most of the customers, however, sometimes with these strategies in place
the hotel does not follows the promise of their affordable pricing structure because it is
difficult for the customers to book at the promotional price due to non-availability of
promotional executive rooms (Blas, 2018). Furthermore, with the advancement of
technologies and changing external environment due to pandemic and several other issues, it
is crucial for the company to change their promotional strategies. Currently, the hotel is more
using traditional promotional tools and techniques, nonetheless in the current times it is vital
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that the firm must adopt digitalized technologies as more and more customers are using
internet and smart devices these days.
RECOMMENDATIONS ON IMPROVEMENT IN THE MARKETING
MIX
As discussed above, the firm is making changes in their core product that is
“executive rooms” considering the rising advancement of technologies and current outbreak
and pandemics across the world. Additionally, the hotel is planning to change the design of
the executive rooms and implementing automation for enhancing security and safety of
guests. In this regards, the hotels rooms are being planned to change with contactless and
touchless room controls. Along with this, the hotel is also planning to have digital access for
controlling the temperatures, blinds of windows and lights. Subsequently, there is a
requirement to make improvement in the existing marketing mix of the company (Donthu
and Gustafsson, 2020). The overall marketing mix of the firm needs to be modified ad per the
revamping requirement and analysis of the strengths and weaknesses of the current marketing
mix. Some of the recommendations to the hotel are as follows:
 Product – In regards with the product, all types of executive rooms needs to be
modified in regards with the facilities and products being available in the rooms.
Since, the hotel is planning to automate these rooms, there should be inclusion of key
less guest entry and contact less, touchless rooms. Virtual assistant along with the
tablet and speaker should be present in each rooms for the purpose of having easy
communication with the virtual assistant in relation with any queries such as asking
for towel, ordering food or any other services. Automatic temperature controls, blinds
and lights should be monitored and controlled by Google nest hub for offering better
in room experience to guests. This will offer a great deal of safety as well as security
to the customers in the current time of pandemic (Blas, 2018).
 Price – It is important on the part of the Premier Inn to make changes in their pricing
strategy as well. Since, currently the company is offering value based, price
discrimination and affordable pricing strategy, most of the customers are not satisfied
as it is difficult for them to book at the promotional price due to non-availability of
promotional executive rooms. Considering this, along with the revamping of core
product, it is obligatory on the part of the customers to adopt premium and
competitive pricing strategy for gaining attention of more and more customers.
Although, the firm can continue to adopt price discrimination strategy because it as it
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will offer different advantages to different base of customers. In this the hotel can
charge less amount of price for the services and product which are less popular and
high amount for the products and services which are quite famous among the target
group of people (Tsafarakis, 2016).
 Place – In the place element of marketing mix, it is important that the hotel should
make plans of making available the product for sale in most of the internet based
websites and popular travel websites. Since, more and more customers these days are
making use of internet and thus, the hotel can advantages of this and must make their
product available to sale on such websites and platforms. Other than this, it is also
crucial for Premier Inn to make sure that the executives rooms are located at exciting
areas in the hotel such as near the pool or near natural landscape or other water
bodies. All this will help the hotel in satisfying their customers or guests effectively
(Malhotra, 2015).
 Promotion – The last element, however the most important is promotion. For this, the
hotel is required to adopt some contemporary marketing and promotional techniques
to allure the interest of maximum number of people as currently they are making use
of traditional tools for advertising their services. However, for the promotion of the
revamped core product of the hotel, they must rely on social media marketing. This is
the need of an hour (Abedian and et.al, 2021). The social media platforms are
absolutely free of costs and is being regarded as the important manner for getting the
word out about the new automated executive room and services the hotel is planning
to offer. In addition to this, with social media marketing, the firm can reach an
audience. Spread throughout the globe with no issues, nonetheless with super-
specific interests. Some of the platforms such as Pinterest, Facebook, Twitter,
YouTube, Snapchat, Instagram, and LinkedIn etc. can be utilized by the firm for
promoting their modified product and other services.
UTILIZING SUITABLE DIGITAL MARKETING STRATEGIES
The current day marketing is being dependent on the technologies for evaluating the
wide-ranging performance level of the marketing campaign and supports in guiding the future
strategies as well as decision making. For the purpose of promoting the new revamped core
product of the hotel, digital marketing strategies can be utilized. It is being referred as the
marketing initiative that helps in leveraging the online media along with the internet by
linked devices, for example home computers, mobile phones and internet of things (Anwar,
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2016). With the support of the digital marketing initiative, the Primer Inn will be in a position
to distribute the revamping message of their executive rooms by social media platforms,
applications, search engines and websites. Further, with this, the hotel will be able to
emphasize on reaching the client with progressively conversion-oriented messages across
different channels as they transit towards the funnel of sales. There are different tools in
digital marketing that can be utilized by the hotel such as social media profiles, branded logs,
pictures and icons, blog posts, eBooks, website, reviews, testimonials of clients, images and
video content. In addition to this, e-marketing can also be used which includes all the
methods being utilized on the web. This will allow the hotel to market their products plus
new offers and deals to the customers. It is very cost effective strategy which offers flexibility
to the business in relation with space (Leonidou and et.al, 2015). Other than this, M-
marketing can also be utilized by the hotel which involves mobile marketing. This is the most
rising and useful strategy these days. Customers gets the message related to deals of the day
and other promotional offers from the hotel in their phone. This helps in augmenting the
probability of customers going to that hotel.
These marketing strategies can contributed effectively to the success of the firm as
more and more clients are making use of online channels increasingly and with this
augmented utilization of technology, digital marketing platforms have become the necessary
element in this world. With the help of artificial intelligence and machine learning, now
marketers are having different medium through which they can easily reach to the desired
clients on digital devices within a second (Bagautdinova, Belikov and Murtazin, 2016). Thus,
it can be said that through application of digital marketing, E-marketing and M-marketing
initiatives, the Premier Inn hotel can develop a cohesive as well as customer oriented
program which can maximize the advantages for their valuable customers. Moreover, these
strategies will also going to open avenues for continuing engagement even after the
purchasing and this can further provide an assistance to the marketing teams of the hotel in
fostering the loyalty of the brand and enhanced retention of the customers.
CONCLUSION
From the above analysis, it can be concluded that marketing plays a very crucial role
in the overall effectiveness of the firm in satisfying the valuable customers. The report has
significantly analysed the existing marketing mix of the Premier Inn hotel has recommended
different marketing strategies for the product which the hotel is planning revamped. The
suggested promotional and pricing strategies will going to help the firm in alluring the
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interest of more and more customers and will make them aware about the enhanced product
and services offered by the hotel. This will automatically increase the overall sales and
growth of the business.
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REFERENCES
Books and journals
Abedian, M., Amindoust, A., Maddahi, R. and Jouzdani, J. (2021), “A game theory approach
to
Abedian, M., Amindoust, A., Maddahi, R. and Jouzdani, J., 2021. A game theory approach to
selecting marketing-mix strategies. Journal of Advances in Management Research.
Anwar, S.F., 2016. Future of marketing. Bangladesh Brand Forum. Leadership Summit
Seminar Paper.
Bagautdinova, N.G., Belikov, N.S. and Murtazin, A.A., 2016. Internet marketing as a factor
of development of small and medium business in conditions of economic crisis.
Academy of Strategic Management Journal, 15(10), pp.429-433.
Blas, K., 2018. The Oxford Textbook of Marketing. London: Oxford University Press.
Donthu, N. and Gustafsson, A., 2020. Effects of COVID-19 on business and research.
Journal of Business Research, 117, p.284.
Goeldner, C.R. and Ritchie, J.R.B., 2019. Tourism principles, practice, philosophies. New
Jersey: John Wiley & Sons, INC.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: Theory: An
integrated approach. Boston: Cengage Learning.
Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. and Aykol, B., 2015. Dynamic capabilities
driving an eco-based advantage and performance in global hotel chains: The
moderating effect of international strategy. Tourism Management, 50, pp.268-280.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Upper
Saddle River, NJ: Prentice Hall.
Martin, D. and Isozaki, M., 2019. Hotel marketing strategies in turbulent times: path analysis
of strategic decisions. Journal of Business Research, 66(9), pp.1544-1549.
of-print No. ahead-of-print
selecting marketing-mix strategies”, Journal of Advances in Management Research, Vol.
ahead-
Tsafarakis, S., 2016. Redesigning product lines in a period of economic crisis: a hybrid
simulated annealing algorithm with crossover. Annals of Operations Research, 247(2),
pp.617-633.
Online references
Glusac, E., 2020. The Future of Hotel Design. [Online]. Available through:
<https://www.nytimes.com/2020/10/14/travel/future-hotel-design-virus.html>.
[Accessed on 28thMarch 2022].
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Premier Inn. 2021. [Online]. Available through:
https://www.premierinn.com/gb/en/home.html>. [Accessed on 26thMarch 2022].
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