Marketing Plan for Premier Inn Hotel in London, UK

This marketing plan focuses on Premier Inn Hotel in London, UK and covers the marketing mix, micro and macro environment, customer value and engagement, and effective use of digital marketing.

Individual Presentation
& Supporting
Marketing Plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
The Marketing mix of Premier Inn ............................................................................................3
The Marketing Environment (Micro)..........................................................................................4
The marketing Environment (Macro).........................................................................................5
Creating Customer Value and Engagement................................................................................6
Effective use of Digital Marketing..............................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing plan defines the marketing,promotional and advertising strategy by which a
business will implement to sell its products and services(Chernev, 2020). This report is based on
Premier Inn ,it is a British limited service hotel chain in Dunstable, UK .The premier Inn was
founded in 1987 by Whitbread. The marketing plan is helpful to clearly define the marketing
objectives of the business that align with the organization's mission and vision. The main
purpose of this marketing plan is to attract new customers after the pandemic lock down in
Premier Inn Hotel. The geographical area is chosen in this report is London,UK. It has the UK's
top tourists destination because it is full of iconic attractions places. The Premier Inn hotel can
more expand its business in London and attract new customers which is help in its competitive
advantage. This report will cover the marketing mix,micro and macro environment factors etc.
TASK
The Marketing mix of Premier Inn
 Product- Premier Inn offers different types of rooms services for different customers. It
also provide facilities such as TV,free Wi-Fi,tea and coffee. The rooms of this hotel are
divided as single ,double as well as accessible( Solimun and Fernandes, 2018). Some
customers like the service of hotel too much while others don't, its all depend on the
services provided by the hotel.
 Price- The Premier Inn hotel's pricing strategies are flex,advance,standard and semi-flex.
They offer different options to customers. But some customers cant afford such prices
and they face difficulties to book a room .If the hotel set affordable pricing strategies then
it will help in acquiring customers.
 Place- Premier Inn has around 800 hotels across the UK as well as in some other
countries. It ensures about the place sustainability and location. Customers can reach to

hotel by book rooms through hotel's website and app,they also provide online booking
facilities which attract the customers. The hotel used social media to promote new hotels
& destinations.
 Promotion-Promotional strategy has playing important role in the marketing mix .It is
the era of internet so the aim of premier Inn is focuses on delivering the ads messages to
people digitally and enhancing their business( Nikunen,et.al.,2017).The hotel also invests
a lot of money on advertising such as social media platforms,digital,newspapers,TV and
radio etc.
The Marketing Environment (Micro)
SWOT Analysis is refers to the internal and external factors of any organization. In Premier Inn
SWOT Analysis the strengths and weaknesses are the internal factors whereas opportunities and
threats are the external factors( Lahtinen, Dietrich and Rundle-Thiele, 2020).
Strengths-
 Premier Inn has strong networking with all of its stakeholders and it provides high level
of customer service which meets to the customers needs and wants. Their eco-friendly
services would attract more customers with expectations of healthy environments limiting
COVID-19 transmissions.
 Apart from UK it should also focuses on expand its business in other countries which is
beneficial in its competitive advantage.
Weaknesses-
 The global presence of Premier Linn not as elaborate as international hotel chains. They
should also expand their hotel chains in other countries( Teoli, Sanvictores and, 2019).
 The hotel should focus on reducing high costs and providing good services in affordable
prices.

Opportunities-
 Premier Inn should investing in digital marketing it will helpful in reach to the targeted
customers and advertising their business. If they provide quality of services in low prices ,it will beneficial them to acquire the
attention of customers and maximizing profit.
Threats-
 The Premier Inn Hotel is having increased customer complaints because of data failure
which is likely to negatively impact to the hotel brand.
 Due to pandemic Premier Inn affected badly and faces loss,it may be a challenging
situation for the hotel to run their business in future more efficiently.
The marketing Environment (Macro)
The PESTEL Analysis of Premier Inn describes a framework of macro-environmental factors
used to gain a macro picture of an hotel industry environment. Pestle analysis defines as the
external factors of the organizations which includes-
political,economical,social,technological,legal,environmental factors.
 Political factors- It includes government policies,tax policies and labour laws etc.
(Kalverkamp and Raabe, 2018). Premier Inn has proven over years that it is capable to
respond to the current and future legislation and all its overseas markets are politically
stable as well. After pandemic local resident and tourists have been discouraged from
using the hotel facilities which makes negative impact to the hotel. Economical factors-Previous year, globally economies have been affected during
COVID-19 and it is expected the living cost are increasing and people prefer low costs.
This may severely affects the profit and operations of Premier Inn.

 Social factors-Premier Inn is focused on customers needs and preferences and meet their
satisfactions( Brychkov and Domegan, 2017). Changing life styles and living standards
has brought many social changes,so the hotel change their business strategy with
changing social values. Technological factors-Premier Inn should take advantage and use technology to
advertising their business digitally (Flaherty,et.al., 2020).Advanced technology has
enabled Premier Inn Hotel to increase booking and online customer services.Because
technology is largely impact the marketing and promotion of the products and services. Legal factors-These factors basically focus on acts, laws, consumer protection,minimum
wages, employment laws etc. The minimum wage rate has been increased 15.5% by UK
government( Peterson, 2021). Premier Inn also sets out sincerity to work with suppliers to
support the implementation of the Policy.
 Environmental factors-The Premier Inn sets the appropriate environmental policies
which makes the environment sustainable for good business conduct. They use eco-
friendly factors such as energy saving solar energy and water efficient showers which
have been attracting many visitors to the hotel . They have developed a strong emphasis
on Corporate Social Responsibility which is the major core competencies of the hotel.
Creating Customer Value and Engagement
Premier Inn can offering good services and programs and can make a guest feel special.
By treating them politely and providing excellent customer service make them happy and
content( Roy Chaudhuri and Jagadale, 2021). The hotel should take care of the needs and
preferences of its existing as well as potential customers and create customer value. Best
facilities & special offers on services can result in good feedback from the customers and satisfy
their needs. It will also help in developing visitor engagements with customer(An, M.A. and
Han, 2020). The best marketing channels to use for enhancing the hotel business through Email
marketing,SEO,Social media,online advertising as well as offline advertising such as
TV,newspapers and radio. Social media marketing may be helpful to attract new customers
towards the industry (Janssens, 2021).

Effective use of Digital Marketing
Digital Marketing is one of the widely used tool in this century. People search hotels
online by mobile or computers to know about their services ,facilities and reviews (Hofacker,
2018). After that they decide to book rooms in a particular hotel or not. If the content on the
hotel website is clear and of good quality ,that there is a possibility to attract the customers.
Premier Inn should creating excellent digital marketing strategy to reach its existing as well as
potential customers( Chaffey and Smith, 2017). The hotel should more focuses on maintain their
brand awareness on social media platforms such as Facebook,Twitter,Instagram in addition to
Google and many more. They may creating a social media channel on Instagram and uploading
attractive post about their programs,services and offers on their daily basis. These activities will
be helpful in competitive advantage and enhancing the growth of the industry across the world
(Evans, Bratton and McKee, 2021).The hotel should also deliver message to the customers that
their stay is important for the hotel and its staff ,so give us a chance to serve you with our hotel's
best quality of product & services. That will make a positive impact and attract the customers
around the world.
CONCLUSION
From the above project report it has been concluded that the marketing plan and
marketing mix strategy both are very crucial for the successful development of the business. This
report includes the marketing plan in relevant to the hotel Premier Inn. Then it consists the
marketing-mix , micro and macro marketing environment of the hotel such as SWOT and
PESTLE which influence the hotel industry directly or indirectly. At last the report covers the
customer value & visitor engagement. It is a suggestion to the marketing professionals and
management team of the Premier Inn to invest more in digital marketing by adversing that they
should invest money on advertising social media platform .Apart from UK they should also
develop their marketing strategy with focusing on expanding their hotel chains in other
countries . It would helpful for the hotel industry to growing their business and brand loyalty for
attracting new customers.

REFERENCES
Books and Journals
An, M.A. and Han, 2020. Effects of experiential motivation and customer engagement on
customer value creation: Analysis of psychological process in the experience-based retail
environment. Journal of Business Research, 120, pp.389-397.
Brychkov and Domegan, 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing, 7(1), pp.74-93.
Chaffey and Smith, 2017. Digital marketing excellence: planning, optimizing and integrating
online marketing. Routledge.
Chernev, 2020. The marketing plan handbook. Cerebellum Press.
Evans, Bratton and McKee, 2021. Social media marketing. AG Printing & Publishing.
Flaherty,et.al., 2020. Systems social marketing and macro-social marketing: A systematic
review. Social Marketing Quarterly, 26(2), pp.146-166.
Hofacker, 2018. Digital Marketing: communicating, selling and connecting. Edward Elgar
Publishing.
Janssens, 2021. It's All About Creating Customer Value: Activating Engagement Through
CRM-Driven Projects. In Insights, Innovation, and Analytics for Optimal Customer
Engagement (pp. 226-256). IGI Global.
Kalverkamp and Raabe, 2018. Automotive remanufacturing in the circular economy in Europe:
marketing system challenges. Journal of Macromarketing, 38(1), pp.112-130.
Lahtinen, Dietrich and Rundle-Thiele, 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of Social
Marketing.
Nikunen,et.al.,2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223), 12(2).
Peterson, 2021. Using macromarketing to teach business sustainability. Journal of Marketing
Education, p.02734753211048538.

Roy Chaudhuri and Jagadale, 2021. Normalized heterotopia as a market failure in a spatial
marketing system: The case of gated communities in India. Journal of Macromarketing, 41(2),
pp.297-314.
Solimun, and Fernandes, 2018. The mediation effect of customer satisfaction in the relationship
between service quality, service orientation, and marketing mix strategy to customer
loyalty. Journal of Management Development.
Teoli, Sanvictores and, 2019. SWOT analysis.