The Drum's Mystery Shopper

James Hammersley compares the ecommerce performance of the companies in the headlines against their key competitors and benchmarks them to find the real winners & losers.

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Which budget hotel chain is winning the battle for customers online? We put them to the e-commerce test

With the festivities over and the exhaustion that follows, hotel chains will be looking to entice consumers into a relaxing hotel stay. But with aggregator sites taking a bigger proportion of the market, the pressure is on for the hotels’ own websites to perform well.

At the end of December 2015, Whitbread group cited the performance of Premier Inn as a key driver of their growth. With an increase in sales of 10.8 per cent for Q3, we evaluate this apparently successful online sales execution.

We have compared Premier Inn’s online performance against four of their closest competitors and come to a conclusion on whether their online sales execution can be relied upon for continued growth.

 
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James Hammersley is a founding partner of Good Growth. He is also the co-author of ‘Leading Digital Strategy’, a guide to e-commerce strategy.

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