We spent the weekend visiting family and stayed in a Premier Inn hotel on the Saturday night.
Premier Inn offer a guaranteed good nights sleep policy, meaning that if you don’t have a good nights sleep they will refund the price of your hotel room.
This is an interesting business promotion. It’s a great promotional strategy but is open to whole host of abuse and gaming.
There are also many factors outside of the hotels control, namely the guests. On the night we stayed around 10 guests rolled in from the pub at around midnight. They proceeded to slam doors, shout and charge around the corridor. The noise woke me and my wife up but thankfully the kids slept through. We mentioned this to the reception on check out and without a quibble or a fuss they refunded us the cost of the hotel. In fact, they refunded the next people checking out and I no doubt suspect they refunded many others too.
I was very pleased to have the room refunded but I wonder how long a promotion like this will remain sustainable. In a hotel you cannot control the guests. The walls between rooms are wafer thin. The bedding and beds will never suit every person. There will always be something wrong. There is no such thing as a universally perfect hotel room.
A policy like the Good Nights Sleep one is counting on more people enjoying a nights sleep than those that do not. I suspect they also make a bigger markup on the other aspects of a stay in the hotel; the breakfast, the restaurant and the wi-fi.
It’s a bold move by Premier Inn and I for one welcome it, but I do wonder how long it will carry on until it becomes unsustainable.
In fact, I can’t think of a single hotel stay in which I’ve had a perfect nights sleep…..can you?