Rascasse Audience Intelligence

Premier Inn Target Market in Germany

A data profile of the people who buy, follow and care about Premier Inn in Germany — modelled from more than twelve digital signal sources. Premier Inn has an estimated audience of 293,007 people in Germany.

#24among Hotel in Germany#2252among Brand in Germany#1423in Travel & Leisure

The average Premier Inn fan in Germany is 45.7 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Motel One, The Cloud One Hotels, CHECK24, with strongest over-indexing on Motel One (181.1× the country average).

Demographically, the Premier Inn audience skews more male with an average age of 45.7, and over-indexes on personality traits such as Quality Awareness, Travelling.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Premier Inn fan in Germany is more male, around 45.7 years old, with strong Quality Awareness tendencies and a notable affinity for Motel One.

Category: Travel & Leisure · Type: Brand · Subtype: Hotel

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Premier Inn profile in Germany.

Audience size
293K
in Germany
Gender
41.5%♀
58.5% male
Age
45.7
average years
Country rank
#17634
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Premier Inn

41.5% are female, 58.5% are male, average age 45.7.

Fig. 02

Gender split

41.5%
Female
58.5%
Male
Demographic split for Premier Inn audience in Germany
MetricValue
Female41.5%
Male58.5%
Average age45.7
Estimated audience size293,007
Fig. 03

Age distribution

Ø 45.7
average years
Age distribution of the Premier Inn audience in Germany
Age bracketShare%
16-198%
20-2912%
30-3919%
40-4928%
50+33%
Fig. 04

Worldwide distribution

5.5%

of the worldwide Premier Inn audience comes from Germany.

Worldwide audience distribution share by country for Premier Inn
CountryShare
United Kingdom81.6%
Germany5.5%
China2.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Premier Inn audience in Germany is strongest.

Fig. 05

Top regions by affinity

Premier Inn customers by region in Germany
#RegionReachAffinity×
01Hamburg~10K1.93×
02Saarland~5K1.34×
03Berlin~20K1.32×
04Hessen~30K1.29×
05Baden-Württemberg~50K1.28×
06Bayern~60K1.22×
07Niedersachsen~30K1.10×
08Nordrhein-Westfalen~70K1.08×
09Schleswig-Holstein~10K0.89×
10Sachsen~10K0.86×
11Bremen~2K0.73×
12Brandenburg~6K0.67×
13Rheinland-Pfalz~10K0.64×
14Thüringen~5K0.63×
15Sachsen-Anhalt~4K0.58×
16Mecklenburg-Vorpommern~3K0.57×
Fig. 06

Affinity by region

Affinity by region — Premier Inn, Germany
0.57×1.00×1.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Premier Inn audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Premier Inn audience
#·InterestCategoryAffinity×
01The Cloud One HotelsTravel & Leisure264.95×
02Motel OneTravel & Leisure181.10×
03Hampton InnTravel & Leisure28.21×
04Kurzurlaub.deTravel & Leisure14.22×
05Lidl ReisenTravel & Leisure10.50×
06HolidayCheckTravel & Leisure6.00×
07CHECK24Business & Career5.47×
08RossmannShopping4.89×
09EurowingsTravel & Leisure4.62×
10TchiboShopping4.12×
11Roland KaiserMusic & Radio4.11×
12Booking.comTravel & Leisure3.88×
13REWEShopping3.46×
14Deutsche BahnCars & Mobility3.42×
15RyanairTravel & Leisure3.31×
16HotelsTravel & Leisure2.68×
17BildNews2.64×
18IKEAHome & Garden2.63×
19Discount storesShopping2.49×
20GermanyTravel & Leisure2.08×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Premier Inn audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Premier Inn audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.51×
TravellingTHRILL2.45×
Community OrientationOPEN2.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Premier Inn audience · Rather not
TraitClusterDeviationScore
IndividualismJOY1.07×
MindfulnessBALANCE1.23×
Urban LifestyleOPEN1.25×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Premier Inn's target market in Germany?

Premier Inn's target market in Germany covers an estimated 293,007 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Premier Inn customers?

41.5% of the Premier Inn audience are female, 58.5% are male, with an average age of 45.7 years.

03

Which brands do Premier Inn fans like most?

Premier Inn fans show strongest brand affinity for Motel One (181.1×), The Cloud One Hotels (264.95×), and CHECK24 (5.47×) over the country average.

04

Where do Premier Inn fans live in Germany?

Premier Inn fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Premier Inn fans also like?

Beyond Premier Inn itself, the audience over-indexes on The Cloud One Hotels (264.95×), CHECK24 (5.47×), Rossmann (4.89×), and Kurzurlaub.de (14.22×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Hotel audiences in Germany

See Premier Inn audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Premier Inn. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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