CONSUMER&

BRANDBrandKPIs

for

hotels:

Premier

Inn

inthe

United

KingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Premier

Inn’sperformance

inthe

hotel

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202485%

of

Premier

Inn

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Premier

Inn’sbrandingresonates

more

with

Gen

X?Premier

Innranksfirstinawareness

within

the

hotelmarket?Premier

Inngenerally

appealsto

women

more

thanmen?Thepopularity

ratingof

Premier

Inn

is

55%?Premier

Innranksfirstinusage?Among

Premier

Inn

enthusiasts,35%

fallunderthehigh-income

category?Interms

of

loyalty,Premier

Inn

issecond

inthe?Consumers

want

theirhotel

brandstohaveUnited

Kingdomfriendliness,

honesty

/trustworthiness,

and

reliability?Premier

Innhasascore

of

30%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Premier

Inn

at

93%Brand

profile:

snapshotBrand

performance

of

PremierInn

intheUnitedKingdom93%85%55%36%30%AwarenessPopularityUsageLoyaltyBuzz5Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,155,

respondents

who

know

the

individual

brand

(popularity),

n=1,155,

respondents

who

knowthe

individual

brand

(usage),

n=414,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,155,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Premier

Inn’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%33%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePremier

Inn

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatPremier

Innislikedby11%

of

Babyboomers

and

32%of

Gen

Xers,whereas

the

total

shareof

industryusersis9%

and25%,

respectively.30%25%24%ForMillennials

andGen

Z,

33%

and

24%

feel

positivelytowards

Premier

Inn,

versus

36%

and

30%.

Socurrently,

forPremier

Inn,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.11%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=635,

PremierInn

enthusiast,

n=924,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Premier

Inn

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Premier

Innshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Premier

Innhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%53%47%53%

ofwomen

likePremier

Inncompared

to

47%

of

men,whereas

forthe

overall

industry,50%

of

women

usehotels

compared

to50%

ofmen.90%88%8%

of

Premier

Inn

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=635,

PremierInnenthusiast,

n=924,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Premier

Inn

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%17%Single35%39%21%20%CoupleSingleparentNuclear35%

ofPremier

Inn

enthusiastsarefromhigh-income

households.Premier

Inn’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

20%

of

Premier

Innenthusiastshavethiscurrent

livingsituation.11%12%33%28%31%35%26%Multi-generational2%3%15%13%32%ExtendedOther3%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=635,

PremierInn

enthusiast,

n=924,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

hotel

brands

to

havefriendliness,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

hotel

brandsAuthenticityForhotels,

thetopthree

qualitiesuserswant

fromabrandare

friendliness,honesty

/trustworthiness,

andreliability.60%40%20%0%Thrill/ExcitementBoldnessClevernessPremier

Innusers

alsoappreciate

thesekey

attributes,indicating

Premier

Innexudes

thesequalities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatPremier

Innenthusiastsare

least

focused

on

areboldness

and

thrill/excitement.ReliabilityExclusivityPremier

Innshouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

hotels,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

hotels,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

hotels,

which

ofthe

followingbrands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=414,

PremierInn

users’,n=635,

PremierInn

enthusiast,

n=924,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Premier

Inn

fans,

38%

state

that

they

get

excited

about

hotelsBrand

profile:

attitudesWhat

doconsumersthink

ofhotelsingeneral?41%38%37%36%28%27%25%25%23%22%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouthotelsIliketotalkabouttopicsrelating

tohotelsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

hotels

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tohotels,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=635,

PremierInn

enthusiast,

n=924,

hotel

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1185%

of

Premier

Inn

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

hotels,

the

average

awareness

ofabrandinthe

United

Kingdom

is

68%.

Awareness

ofPremier

Inn,however,

is

at93%.Awareness55%

ofUK

hotelusers

saytheylikePremier

Inn,compared

to

anindustryaverage

brandpopularity

of28%.36%

ofindustryusers

intheUnitedKingdomsaytheyusePremier

Inn,with

the

average

usageofabrandat13%.BuzzPopularity85%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.Premier

Innhasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of30%compared

to

12%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Hotels

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,155,

respondents

who

know

the

individual

brand

(popularity),

n=1,155,

respondents

who

knowthe

individual

brand

(usage),

n=414,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,155,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Premier

Inn

ranks

first

in

awareness

within

the

hotel

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPremier

InnRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.7%1Premier

Inn93%89%89%85%79%77%75%72%71%64%2TravelodgeHoliday

InnHilton34WaltDisney

ParksandResorts5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Butlin'sMarriottHaven78Outofallrespondents,

93%

were

aware

of

PremierInn.Thisranksthemfirst

compared

tootherbrandssurveyed

inthismarket.93%9IbisAwarenessN/A10SavoyHotel13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Premier

Inn

is

55%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPremier

InnRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Premier

Inn55%43%41%40%34%28%27%27%26%25%2Holiday

InnTravelodgeHilton3445%Outofconsumers

who

knew

thebrand,

55%

saidtheyliked

Premier

Inn.Thisranksthemfirstcompared

toother

brandssurveyed

inthismarket.5Marriott55%6Crowne

PlazaHaven78Four

SeasonsRadissonIbis9PopularityN/A1014

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,155,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Premier

Inn

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofPremier

InnRank#

BrandUsage

%36%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

hotels,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Premier

Inn2Holiday

InnTravelodgeHilton23%323%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyused

Premier

Inn.Thisranksthemfirst

compared

toother

brandssurveyed

inthismarket.420%5Haven15%6Crowne

PlazaIbis14%64%713%8Four

SeasonsMarriott12%912%UsageN/A10Best

Western12%15

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,155,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Premier

Inn

is

second

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPremierInn’sconsumersRank#

BrandLoyalty

%85%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1TravelodgePremier

InnRadisson15%285%381%4Marriott80%WaltDisney

ParksandResorts579%6Hilton76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

hotels,

which

ofthe

following

brandsareyou

likely

to

useagaininthefuture?”.7Ritz-CarltonBest

WesternHoliday

InnNovotel75%875%85%975%Outofrespondents

whohaveused

Premier

Inn,85%saidthey

would

usethebrand

again.LoyaltyN/A1071%16

Notes:“When

it

comesto

hotels,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=414,respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Premier

Inn

has

a

score

of

30%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPremierInnRank#

BrandBuzz%30%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Premier

Inn2Butlin's22%30%3Haven21%Outofconsumers

who

knew

thebrand,

30%

saidtheyhadheardaboutPremier

Inn

inthemedia.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.4TravelodgeHoliday

InnHilton20%517%616%WaltDisney

ParksandResorts714%70%8Crowne

PlazaFour

SeasonsChampneys13%912%BuzzN/A1011%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,155,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?

TrackbrandK