In keeping up with the Premier Inn philosophy of “being guest obsessed”, Premier Inn mock-up rooms are developed and rigorously tested through market research or guest focus groups to identify the needs and wants of the guest. The hotel group built an exact replica of the Premier Inn room, which is virtually identical in every hotel in the UK, and had it shipped to Delhi via Southampton and Mumbai. Subsequently, 12 guest focus group sessions were conducted, drawing people of different ages and from different social groups. Over 250 potential guests gave explicit and specific feedback on all aspects of the Premier Inn offering from room layout through to facilities, food and beverage menus and even booking channels and website content. The final product was influenced heavily by the guest focus groups, net promoter scores (satisfaction survey), and guest promise check (brand audit). Currently, there are over 600 Premier Inns, with over 44,000 bedrooms worldwide
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