Premier Inn unveils Next Evolution Style rooms

Premier Inn has unveiled its brand-new Next Evolution Style rooms, marking a “major shift” in room design.

According to the group, the new designs are “fuelled by insights into shifts in cultural trends including the evolving working environment and the increase in social content creation”.

Exact features can vary by hotel, but consistent enhancements in every Next Evolution Style room include a “stylish”, “softer” and “fresher” interior décor, neutral and dove grey colour palettes, enhanced lighting, double shower heads and floor to ceiling curtain.

Most new rooms feature fabric headboards in the brand’s signature purple, bedside charging and USB ports. Soft purple lights have also been installed in most bathrooms to be used as a night light.

The rise of social content creation has had an impact on design factors too, with guests wanting to share their experiences. As a result, more “Instagrammable” features have been installed in hotels across the estate.

These include neon signs in some reception and dining areas, feature headboards, modern fabrics and artworks, and softer effect lighting.

The previously static desk has now been switched out for a flexi table. With the new, more flexible way of working post-COVID, Premier Inn has evolved its working space to move away from a fixed desk to “inspire a more relaxed working environment for business travellers and convivial areas for leisure guests”.

Moreover, the room has also been segmented into three zones – the getting ready area featuring vanity mirrors with plug sockets and hair dryers as standard with easy access to the bathroom – most also including flocked clothes hangers, the sleep area where the bed is situated, and the ‘hive’ area to work, charge devices etc.

Some hotels now feature integrated ground floor entrances, comprising a digital check-in experience with a large breakfast and bar area.

In these sites, including some hotels in Manchester, Cardiff and Durham the breakfast area, booths have been installed to act as informal meeting areas with the increase of breakfast meetings taking place outside of the office. Different styles of seating area, such as low café style and mid-height seats, have also been fitted for “more social meet ups”.

Sarah Simpson, head of Product and Proposition at Whitbread, said: “We have worked hard to enhance our hero room design and are so proud to launch our new rooms which are based on meticulous guest research, introducing more flexibility and personalisation for guests than ever before, as well as creating a more efficient environment for our team members to service the rooms.

“We know how important sleep is and as the experts in resting easy, we’ve invested to create the best environment possible for our guests, evolving these new rooms along with consumers’ needs. In doing so we’ve striven to create a warm and welcoming environment where guests can feel comforted and cocooned for the best night’s sleep possible”.