Premier Inn Audience in United Kingdom
Premier Inn has an estimated audience of 14,607,284 people in United Kingdom. 64.1% are female, 35.9% are male, average age 48.4. Top regions: England, South East, North West. Top brand affinities: Travelodge, Halfords, Home Bargains, Morrisons, Greggs.
The average Premier Inn fan in United Kingdom is 48.4 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, North West. Top brand affinities include Travelodge, Halfords, Home Bargains, with strongest over-indexing on Travelodge (4.12× the country average). Demographically, the Premier Inn audience skews more female with an average age of 48.4, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Travel & Leisure · Type: Brand · Subtype: Hotel
Demographics of Premier Inn fans
| Metric | Value |
|---|---|
| Female | 64.1% |
| Male | 35.9% |
| Average age | 48.4 |
| Estimated audience size | 14,607,284 |
Audience persona
The typical Premier Inn fan in United Kingdom is more female, around 48.4 years old, with strong Quality Awareness tendencies and a notable affinity for Travelodge.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 10,955,463 | 1.06× |
| South East | 1,877,301 | 0.96× |
| North West | 1,822,665 | 1.17× |
| South West | 1,725,696 | 1.44× |
| East of England | 1,413,647 | 1.06× |
| East Midlands | 1,401,245 | 1.36× |
| Scotland | 1,341,987 | 1.02× |
| Greater London | 1,236,145 | 0.65× |
| Wales | 1,097,960 | 1.32× |
| Yorkshire and the Humber | 940,657 | 0.8× |
| North East | 498,705 | 0.88× |
| West Midlands | 431,042 | 0.69× |
| Northern Ireland | 271,285 | 0.6× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Travelodge | 4.12× | Travel & Leisure |
| Halfords | 2.2× | Cars & Mobility |
| Home Bargains | 1.78× | Shopping |
| Morrisons | 1.67× | Food & Beverages |
| Greggs | 1.9× | Food & Beverages |
| Mecca Bingo | 2.65× | Games |
| TUI | 1.73× | Travel & Leisure |
| Ryanair | 1.77× | Travel & Leisure |
| British Airways | 1.63× | Travel & Leisure |
| Argos (retailer) | 1.53× | Shopping |
| EasyJet | 1.57× | Travel & Leisure |
| Halifax (United Kingdom bank) | 1.55× | Business & Career |
| Screwfix | 1.54× | Home & Garden |
| Sunday | 1.64× | Home & Garden |
| Travel technology | 2.84× | Travel & Leisure |
| Ticketmaster | 1.64× | Travel & Leisure |
| Daily Express (Sabah) | 1.63× | News |
| Waterstones | 1.55× | Literature |
| Toby Carvery | 2.55× | Food & Beverages |
| Moonpig | 1.65× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.63 |
| Convenience Orientation | PREMIUM | 1.61 |
| Family Orientation | CONSERVATISM | 1.45 |
| Community Orientation | OPEN | 1.32 |
| Price Sensitivity | PREMIUM | 1.21 |
| Travelling | THRILL | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 82.0% |
| Germany | 5.6% |
| China | 2.0% |
See Premier Inn audiences in other countries
More Hotel audiences in United Kingdom
- Travelodge (10,105,603)
- Center Parcs (2,751,499)
- Holiday Inn (2,112,566)
- Hilton Worldwide (1,729,954)
- Hilton Hotels & Resorts (933,062)
Frequently asked questions
How many fans does Premier Inn have in United Kingdom?
Premier Inn has an estimated audience of 14,607,284 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Premier Inn fans?
64.1% of Premier Inn fans are female, 35.9% are male, with an average age of 48.4 years.
Which brands do Premier Inn fans like most?
Premier Inn fans show strongest brand affinity for Travelodge (4.12×), Halfords (2.2×), and Home Bargains (1.78×) over the country average.
Where do Premier Inn fans live in United Kingdom?
Premier Inn fans in United Kingdom are most concentrated in England (reach 10,955,463), South East (reach 1,877,301), and North West (reach 1,822,665). These three regions account for the largest share of the active audience.
What other brands do Premier Inn fans also like?
Beyond Premier Inn itself, the audience over-indexes on Halfords (2.2×), Home Bargains (1.78×), Morrisons (1.67×), and Greggs (1.9×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.