When the U.K.’s Premier Inn wanted to design a new hotel to met the services expectations of its guests and the
cost requirements of city center properties, it literally took a room to customers to get their input.
“We actually built a room, put it on a lorry, and went around to major cities,” said Simon Ewins, Premier Inn’s Chief
Operating Officer.
Unlike a typical crowdsourcing campaign or contest however, the innovation project, begun in 2011, started with two
certainties: The room dimensions, which were based on the company’s deep experience (and came to 11.4 sq.
meters), and a cost “envelope” that provided a framework that would inform what was possible, or, as Ewins put it,
“keep us honest.”