A partnership 15 years in the making.

VML’s 15-year strategic partnership with Whitbread is rare in today’s world. During this time, VML has gained an intimate understanding of both Whitbread & Premier Inn, which has led to a transformation of their business practices and their organisation. Throughout the partnership, VML has acted on to create a truly connected brand experience for all Premier Inn customers. 

Case study

A smarter platform.

Combining both strategic thinking and technical know how, VML has been the perfect digital partner for Premier Inn for 15 years. During the course of this association, Premier Inn has enjoyed an 8-fold growth as VML had led the brand through both the digital and mobile revolutions.  


Premier Inn approached VML with a brief to create a progressive, future-proof CMS platform that would give them a competitive advantage. 


Our approach was to develop a single, integrated ecosystem that would power all current and future websites, mobile sites and native apps. 


As well as winning awards for being the Best Consumer Site in the UK and the Best Online Retailer, the Premier Inn platform currently takes an astounding £2.5 million per day. Moreover, through constant tweaking and measurement, we continue to optimise conversion on an on-going basis. In 2013 for instance, an upgrade to the UX of the mobile site led directly to a £7m increase in sales.