Premier Inn Case Study
Award Winning Booking Confirmations
“The effect on bottom line revenue is very substantial.”Hotel Marketing Association (HMA) Marketing Awards 2007 Judges
The challenge
Premier Inn is the biggest hotel chain in the UK and has been offering an affordable, comfortable night’s sleep for customers for over 20 years. Their customers book online or through an automated system, 24 hours a day, 7 days a week – a service which accounts for 46% of all reservations that are made.
Rapide already work with Premier Inn to send customers a reservation text message when they book with the hotel. But they wanted to give their customers more than just a reminder. They asked Rapide to help.
The solution
Rapide set up an enhanced automated text service for Premier Inn – an extension of their current text messaging system.
As well as the standard text confirmation, guests also receive a text reminder on the day of arrival offering to send them directions to their hotel.
The directions are sent straight to the customer’s mobile phone, after all, that’s one thing they have with them when they’re trying to find the hotel. If the directions aren’t enough, replying again delivers a WAP link to a map of the hotel’s location as well.
The text gives the customer an opportunity to book dinner at the local Whitbread restaurant by text so they can be sure all there needs are met when they arrive at their hotel.
Using this service, Premier Inn have already sold over 7,000 meals and helped over 13,000 guests with directions or a map to their hotel. And Rapide’s technology has helped them to reduce their no-show rate by nearly 20%!
Rapide’s booking confirmation system proves successful with not only their customers, but also the Hotel Marketing Association, who have honoured Premier Inn with the accolade; Best Use of Technology 2007.
The judges at the HMA Marketing Awards were extremely impressed with the solution,
“It helps them to solve a problem by positioning this service as added value to the customer.”
“Not seen before here in UK - but take up by other hotels will follow as it is so effective.”
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