UK's Travel Advertiser of the Month: Premier Inn

Cheryl Kar
May 10, 2021, 8:19 PM GMT+0

One of the UK’s mega travel brands, Premier Inn, saw a sharp rise in its Ad Awareness in the month of April - picking up our Travel Advertiser of the Month accolade for April.

According to data from YouGov BrandIndex, which measures and tracks the health of brands around the world, 9.2% of UK adults saw an ad for the hotel and lodging brand last month – up from 4.8% in March.

With the easing of lockdown restrictions, Premier Inn aims to offer its services to both business and leisure travellers across the UK. Launching one its biggest multichannel campaigns #RestEasy, Premier Inn’s latest TV commercial which features television presenter Sir Lenny Henry’s voice, focuses on a seamless customer experience from ‘booking to bed’. Apart from investing in outdoor and print media, Whitbread-owned Premier Inn is also working to create good brand visibility on its social media channels.

Premier Inn’s Ad Awareness score shows a steady growth over the last quarter. In April 2021, however, it saw a sharp rise with the release of its new marketing campaign and the growing demand for domestic travel across the UK. We tracked domestic demand for holidays over the last six months and there’s been a significant increase from 45% to 56% since February, according to data from YouGov Global Travel Profiles.

Alison Brittain, Chief Executive Officer of Whitbread, explained how Premier Inn’s new and improved website has also been influencing the growing conversion rates. With vaccination programmes in full swing, she says, “We expect a significant bounce in leisure demand in our tourist locations during the summer, followed by a gradual recovery in business and event-driven leisure demand.”

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Premier Inn’s Ad Awareness score is based on the question, “Which of the following travel brands have you seen an advertisement for in the past two weeks?” and delivered as percentage. Scores are based on an average daily sample size of 2,757 UK adults in April 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.

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