Bringing consistency to our click-worthy first impressions.

Issue

Some of our site photography didn’t do us justice. From cloudy skies to cluttered forecourts and mismatched signage, our visual assets felt inconsistent and, at times, uninviting. With guests often booking based on imagery alone, we needed to ensure what they saw reflected the true Premier Inn – clean, comfortable and confidently on-brand.

Insight
Guests naturally want to preview our spaces before they book. While every site has its quirks, the quality, clarity and brand feel should always be consistent. Strong visuals don’t just look good – they build trust and reinforce our dependable experience.

Idea

We created a user-friendly Site Photography Style Guide to standardise how our hotels are photographed. Friendly in tone and practical use, it outlines everything from shooting exteriors (blue skies, wide angles, no visual clutter) to interiors that reflect comfort and functionality.

Bedroom shots follow strict consistency rules: same height and angle, plumped pillows, neat runners, and well-lit spaces. Reception areas must be clutter-free and welcoming. The guide also shows how to showcase soft seating for comfort, workspace zones with sockets and screens, and accessibility features like ramps, lifts and T-loops.

Restaurant photography covers only our brands, with no guests in shot, tidy tables and warm lighting. A visual do/don’t gallery and post-production tips (e.g., retouching skies or removing distractions) support quality and clarity.

This all adds up to a toolkit anyone, from agencies to internal teams, can use to shoot, brief, and assess photography confidently.

Impact

The guidelines instantly elevated visual quality across our channels. Our digital presence now consistently reflects the Premier Inn experience – clean, inviting and trustworthy.

They’ve streamlined internal processes, reduced revisions and improved collaboration across teams. The updated visuals create a more inspiring and informative booking experience for guests.

In short, the guide didn’t just tidy up our image – it aligned how we present ourselves across every space, screen and stay.