June 26th, 2023, Lesley Simeon
British hotel chain Premier Inn has reported its first quarter results for the year. According to parent company Whitbread, accommodation sales in the UK rose 16% in the 13 weeks leading up to 1 June 2023, compared to the same period last year. Among the reasons that supported growth in sales are a rebound in global travel and demand for budget hotels in the UK, particularly in the capital, which experienced a boom in tourism during events like the coronation of King Charles.
We explore YouGov data to see how Premier Inn has fared since January last year.
According to YouGov BrandIndex, which tracks consumer sentiment towards thousands of brands daily, Premier Inn’s Current Customer score grew six percentage points from 13% in January 2022 to 19% in June 2023.
Similarly, the hotel chain’s Word of Mouth (WOM) Exposure score, which asks if consumers have talked about a brand with friends and family in the past two weeks, grew from 10% in January 2022 to 13% in June 2023.
Premier Inn’s Recommend metric, which identifies brands that consumers tell their friends and colleagues to avoid and those they recommend to them, went from a net score of 37 in January 2023, to 41 in March 2023, before dipping to 38 in June 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Premier Inn’s Current Customer score is based on the question: Have you purchased travel, accommodation or leisure services from any of the following brands in the past 12 months? and delivered as a percentage. Its WOM Exposure score is based on the question: Which of the following travel brands have you talked about with friends and family in the past two weeks? and delivered as a percentage. Its Recommend score is based on the question: Which of the following travel brands would you recommend to a friend or colleague? and which of the following travel brands would you tell a friend or colleague to avoid? and delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 7773 UK adults between January 2022 and June 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.