Case study highlights

Premier Inn 'Days Out'

Whitbread's Premier Inn, Britain's leading hotel chain with over 500 hotels nationwide, re-launched their "Days Out" to celebrate the re-branding of the Hotel Group. With over 1 million visitors to their website every month, the guest services value added benefits programme has proven to be an excellent incentive to develop online bookings.

The 2008 "Days Out" programme was further expanded and featured over 800 top sports, tourist and leisure attractions on a predominantly "2 for 1" or "Kids Go Free" basis.

The programme features Horse Racing at the top 21 race-courses throughout the country on a "2 for 1" basis, endorsed by Jockey Club Race Courses. It also featured 47 golf courses all within a stone's throw away from one of the Premier Inns designed to capture the imagination of Premier Inn's leisure and corporate customer base. The programme was also promoted online and by monthly direct mail.