Stay with confidence.

Issue
The pandemic changed everything. With the highly contagious nature of COVID-19 and the tragic number of deaths it caused, people were naturally fearful and saw all public places including hotels as high-risk places to be. How could we protect and reassure our guests and staff from the very real threat this disease posed?

Insight
Government policy was to introduce measures to minimise the risk of spreading the infection. Social distancing, frequent washing of hands and the wearing of masks in public places were very visible, key messages. These ‘rules’ became part of our everyday life and made us all mindful of germs and the need for hygiene. We knew we needed to heed these instructions and more to make sure our hotels weren’t places where the infection could spread.

Idea
To help mitigate people’s real fears, it was important to build on the government's simple campaign. We looked at how we could reinforce, and enhance this messaging. This is where the idea of Premier Inn CleanProtect™ came from.

Premier Inn CleanProtect™

This was our clear and simple promise to our guests and staff. It was actioned with the simplifying of rooms to minimise touchpoints where the infection could spread, and supported with simple guidance messaging throughout our buildings.

Premier Inn CleanProtect™, was developed in partnership with Diversey, a global leading cleaning and hygiene product supplier. Our promise seeks to give extra peace of mind so guests could book and stay with confidence. Extra measures also reinforced our already rigorous daily cleaning regime: we gave our housekeepers more time to deep clean each room and changed our check-in time to 3pm – just to make sure that we have enough time to thoroughly clean our rooms.

Impact
We pride ourselves on being a caring brand. Premier Inn CleanProtect™ undoubtably helped make customers feel protected. The Premier Inn CleanProtect™ promise is now one of our brand values and shall remain so, in a post-pandemic world.