Capturing the essence of business travel at Britain’s most trusted hotel.

Issue

Business travellers comprise 50% of Premier Inn’s audience, yet the brand lacked sufficient visual assets reflecting their needs and experiences. A fresh photography suite was needed to authentically represent the Premier Inn business stay to enhance brand and marketing communications and increase website conversion.

Insight

For business travellers, imagery plays a vital role in booking decisions. Beyond location, price and amenities, they want spaces designed to support work, productivity, comfort and relaxation after a long day. Compelling visuals engage, inspire trust and offer a genuine glimpse of the Premier Inn experience.

Idea

Our photography aimed to tell the whole story of a Premier Inn business stay – from seamless check-in to unwinding in a comfortable room. Featuring guests and team members at the heart of the narrative, the images embody the brand’s ‘Rest Easy’ positioning while highlighting the practical, welcoming atmosphere business travellers seek.

Shot on location at Premier Inn London City with a talented cast and real Premier Inn team members, we collaborated with photographer Kerry Harrison and creative agency Leo Burnett to create a collection that speaks directly to business travellers, showcasing everything from focused workspaces and efficient service to moments of relaxation and connection.

Impact

This new business-focused photography suite is now the cornerstone of Premier Inn’s brand and marketing channels. It helps the brand connect authentically with business travellers and drive bookings by visually communicating what makes a stay with us uniquely suited to their needs.