Title	HUB BY PREMIER INN - HOTEL OF THE FUTURE - SETTING THE BENCHMARK FOR CONNECTED H
Brand	PREMIER INN
Product/Service	HUB BY PREMIER INN
Category	C01. Mobile Applications
Entrant Company	HUB BY PREMIER INN London, UNITED KINGDOM
Advertising Agency	MONITISE CREATE London, UNITED KINGDOM

Name	Company	Position
Phil Parry	Whitbread	Head of Digital
Rachel Cully	Whitbread	Brand Manager
Jeremy Bliss	Monitise Create	Client Partner
Daniel Messenger	Monitise Create	Project Manager
Dan Tavares	Monitise Create	Senior iOS Developer
Ben Jones	Monitise Create	Senior Visual Designer
Ben Grant	Monitise Create	iOS Developer
Anna Howard	Monitise Create	PR Manager
Andrew Lofthouse	Monitise Create	Solution Architect
Liudas Survilla	Monitise Create	Android Developer

Creative Execution

The hub app controls the entire stay: room and breakfast booking, contacting staff, controlling lights, temperature, ‘do not disturb sign’, SMART TV preferences for recurring stays, push notifications responding to user’s behaviour (an industry first) and local information/attractions are realised through augmented reality. Security is integral; in-room cloud systems crosscheck users’ ID with Premier Inn’s records to validate them. The app identifies customers during check-in or breakfast ensuring security/privacy. Cloud platform interacts with room hardware delivering seamless updates and future-proofing reliability. Hub launched on Apple Watch - the first hotel ever allowing guests to control room settings from their Watch.

The first hub hotel launched in Covent Garden November 2014, the hub app has been downloaded almost 30,300 times on iOS, 10,100 times on Android and used for almost 270,000 and 97,000 sessions respectively. The hotel enjoys impressive occupancy levels – consistently full over last 4 months and 3 month booking lead-time – the power of consumer led tech! The ability to control room settings via the app on a personal device received strong social media commentary and consistent Trip Advisor 4.5/5 star rating which remains a key differentiator for hub across UK and global hotel markets. To date, hub has a committed pipeline of thirteen hotels - with 10 secured sites in London and three in Edinburgh, equating to more than 2,500 rooms – part of Premier Inn’s target of 75,000 bedrooms by 2018. Hub is the first ever UK hotel to be awarded ‘outstanding’ in Breeam’s environmental assessment.

hub by Premier Inn puts digital at the heart of its experience and approach to offer a truly mobile-first engaging customer experience via smart, clean user experiences, replicated across multiple sites, achieving world firsts, and appealing to ‘early adopters’ and beyond. HRS ‘future of the hotel’ survey shows apps are increasingly important when planning holidays - 42% of UK guests would rather operate their hotel room’s lighting, air conditioning and television via displays instead of separate controls. Hub addresses growing demands of travellers’ that value price, location, convenience and a swift, efficient experience. Hub’s mobile technology delivers this level of convenience, personalisation and added value information securely to their smartphones - ultimately revolutionising the urban budget hotel experience. Ultimately hub offers the ultimate tech hotel experience - smartly designed, feature rich, in-app interactive room controls and a sustainable business model offering luxury on a budget with ambitious site growth plans.