Campaign details

Agency: Havas helia

Business bookings are crucial to the Premier Inn.

There are those who book traditionally through the website, and those who use the super-efficient Premier Inn Business Booker online tool.

The challenge was to make the first group convert to Business Booker.


Havas helia and Premier Inn recognised there was a sense of frustration throughout the travel booking fraternity.

With business travellers visiting the same clients month after month, staying in the same hotels time after time, and making the same requests again and again, the target audience are forced into typing the same details into their computers continuously.

This behaviour repeats across many more members of staff, and these repetitive bookings take time away from the work the audience really want to be doing.

This fundamental understanding that relentless repetition is a major pain point was key in driving our strategy.