Service and Experience Marketing for Premier Inn

Service and Experience
Marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of organisation and provided services.........................................................................3
Service elements and target markets............................................................................................4
Evaluation of promotional strategies...........................................................................................4
Promotional idea..........................................................................................................................6
CONCLUSION................................................................................................................................9
RECOMMENDATIONS.................................................................................................................9
REFRENCES.................................................................................................................................11

INTRODUCTION
Customer experience marketing is considered as strategic shift which essentially drives
usage as well as adoption of products or services for fulfilling diverse needs of buyers (Baker
and Kim, 2020). It encompasses varied practices which aids in exceeding customer expectations
during an entire journey of making a purchasing decision. Service marketing can be understood
as a practice whereby an organisation offer varied services in regards to brand awareness as well
as sales. For better understanding of service and experience marketing, Premier Inn is taken into
consideration. Premier Inn is an UK based service hotel chain operates in a variety of locations
which essentially encompasses city centres and airports. This hotel is established in 1987 and gas
its headquarters at England, United Kingdom. This project report aims to perform extensive
search regarding promotional activities as well as communication marketing mix for the chosen
organisation.

This project report identifies and explain target markets of chosen organisation. It also
demonstrated the knowledge regarding ways of promoting their ideas for a specified chosen
establishment. It also illustrates a promotional strategy or campaign for incorporating elements
of communication marketing mix.
MAIN BODY
Overview of organisation and provided services
Premier Inn is British based hotel chain which was developed by its parent company
named Whitbread Plc. It operates at numerous destinations such as Ireland, United Arab
Emirates, Qatar and Germany. At all Premier Inn hotels, there is provided with an on-site
restaurant. Most of the hotels of Premier Inn have restaurants of its parent company like
Whitbread Plc, Beefeater and many more. They were the first to launch animated advertisements
for showing their merger with Travel Inn (Homburg, Jozić and Kuehnl, 2017).
Premier Inn offers Hypos beds, tasty foods and excellent room services to their guests.
Their room are spacious and air conditioned. They also provide readily and amazing breakfast
menus to their guests. They also provide cycling track and guidance to their visitors as they
perform their operations through a bike-friendly approach. Their breakfast menu principally
encompasses of red berry mix, tomatoes omelettes, Greek yoghurt and many more items. They
also provide the facility of free WI-FI to their guests during their stay. They also provide the
facility of ultimate WI-FI for the guests who wants to download large files as well as stream
mote music with a specified fees.
Service elements and target markets
Service elements
Basic services which are offered by a hotel is to receiving guests, provide them desirable
room as well as food services and maintain security. Provided services of Premier Inn are fast
electronic checks, online booking platform, excellent customer services, disabled friendly space
and many more. They provide good-quality of bedrooms which ensures comfort as well as worth
for their guests (Kumar and Et. Al., 2019). Their restaurant services includes bar, steakhouse,
cookhouse and pub. They do not compel their guests to use their restaurant areas for dining but
provides a flexible environment to go out for dinners at any local area.
Target markets