PREMIER INN:
LOG OFF TO AN EVENING WORTH EXPLORING
BRIEF
Campaign for service innovation
CAMPAIGN
Premie Inn /hybrid working holidays
* Speculative campaign. Not commissioned by Premier Inn
AI used to generate visual mockups.
The Idea
People are short on both money and annual leave. Hybrid work creates a third resource: location flexibility. Turn one day of annual leave into a four-day UK break by using the flexibility hybrid workers already have.
Why now?
ONS research found that 28% of working adults in Great Britain hybrid worked between January and March 2025, with hybrid working particularly common among professional and higher-income workers. At the same time, affordability remains a significant consideration for domestic travel. VisitBritain reported in February 2026 that rising living costs and personal finances were among the main barriers to taking an overnight UK trip.
VALUE
Maximum escape, minimum leave. Not a luxury workation. A practical value proposition built around Premier Inn’s accessibility and footprint.
KEY MESSAGE
Log off somewhere where you can enjoy your evening.
Make the most of your flexibility.
AUDIENCE
Budget-conscious hybrid workers. 25–45, UK-based, able to work remotely 1–3 days a week, interested in low-friction coast/city/countryside escapes.
KPIs
-
Hybrid Break search starts
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Search to booking conversion
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Incremental Sun–Thu nights
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Repeat short-break booking rate
OBJECTIVE
Increase Sunday–Thursday short-break bookings from eligible hybrid workers in pilot regions.
CONSIDERATIONS
Wi‑Fi/work setup. Promote qualifying hotels where practical work conditions are verified.
Customer journey
Hybrid Breaks search - Customer can search by their budget, annual leave available, maximum travel time and destination type. Premier Inn returns practical stays that make a remote-working day part of a longer break.
01
FRIDAY - Finish work and travel.
02
SATURDAY - Holiday
03
SUNDAY - Holiday
04
MONDAY - Work remotely and explore after
05
TUESDAY - Work remotely and then return home.
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