The Social – Where design meets downtime.

Issue
At Premier Inn, we know our value goes beyond a good night’s sleep. Great communal spaces are essential to business travellers’ productive and comfortable stay. That’s why we created our flexible ground floors – multi-purpose areas ideal for informal meetings, working on the go, or catching up with colleagues and friends. These spaces offer open-plan seating, free Wi-Fi, charging points and a relaxed atmosphere designed to feel like an extension of the guest room.

Insight
Open 24/7 and centrally located, The Social was developed as a modern, all-day space to meet evolving guest needs. Whether it’s breakfast on the go, a quiet corner for calls, or drinks before a night out, guests can use the space however they need. With a warm atmosphere and a team always on hand, The Social aimed to blend functionality with comfort, inspiring people to connect, recharge, and return.

Idea
We imagined The Social as a vibrant, modern environment that reflects today’s more fluid, digitally connected lifestyles. Inspired by social media and work-from-anywhere culture, we introduced softer lighting, curated artwork, contemporary fabrics and flexible furniture to create a more relaxed, design-led space. Neon signage punctuates the area with energy and personality, adding Instagrammable moments that guests want to share. A flexible table replaces the traditional desk, encouraging sociable, informal work setups. The result is a multifunctional destination where people feel genuinely welcome, whether working, meeting or winding down.

Impact
The Social has become a defining feature of Premier Inn’s modern estate. With all-day food and drink, stylish bars, curated music and a contemporary aesthetic, the spaces have significantly enhanced the guest experience. Due to positive feedback and intense media interest, The Social is now a standard feature in all new hotel builds. Guests value the balance of productivity and relaxation, and we’ve established our communal spaces as vibrant hubs – relevant, energising and consistently enjoyed.