Delivering consistency.

Issue

With over 850 hotels nationwide, Premier Inn faced the challenge of inconsistent in-hotel messaging and visual communication. Guests experienced varying quality and clarity of signage, which impacted the perception of cleanliness, trust in service and the distinctiveness of the Premier Inn brand. The previous system was cluttered and ad hoc, lacking adaptability to address emerging issues or updated operational procedures.

Insight
A consistent environment builds guest confidence. From check-in to check-out, clarity at every touchpoint reduces confusion, reinforces expectations, and reflects well on the brand. At the same time, operational teams need simple, practical tools to implement signage quickly and correctly without relying on specialist support or guesswork.

Idea
We developed the Brand Standards Toolkit, a practical, site-ready resource designed to help teams deliver the Premier Inn brand consistently, confidently and at scale. The toolkit features detailed signage specifications, clear POS placement guides and targeted messaging to address evolving challenges, such as antisocial behaviour.

We manage over 241 active lines of Point-of-Sale collateral to support this consistency across the estate, with approximately 2 million individual items in stock, ranging from luggage tags and heater instructions to hub-specific signage. Notably, 3.6 million PL key cardholders were distributed in just three months, underscoring the scale of operations and the continual demand for clear, branded communication.

Impact

The Brand Standards Toolkit enhanced consistency across the estate, streamlined implementation, and minimised operational errors. Frontline teams gained confidence in managing signage and guest interactions, leading to stronger compliance, increased brand visibility, and improved guest feedback on clarity and cleanliness.