PR IESTMANGOODE
“ CUSTOMERS SEEK A SENSE OF
SECURITY, KNOWING THAT A
BRAND IS CONSISTENT ACROSS
THE ENTIRE JOURNEY”
aircraftinteriorsinternational.com
ANNUAL SHOWCASE 2020 041
1. EVERY ELEMENT OF
PRIESTMANGOODE’S MEAL TRAY
CONCEPT IS EITHER EDIBLE,
BIODEGRADABLE AND/OR
COMMERCIALLY COMPOSTABLE
2. BUSINESS CLASS ON THE NEW
TURKISH AIRLINES DREAMLINER,
FEATURING THE AIRLINE’S
SIGNATURE FLOW PATTERN
PriestmanGoode worked with one
of the UK’s leading hospitality groups,
Whitbread, on a new budget hotel
offer, Zip by Premier Inn. Research had
shown that what mattered to budget
travellers were a comfortable bed, a
clean room and a good shower. No frills,
just a place to sleep and get ready in
the morning.
With this in mind, PriestmanGoode
set out to create a flexible room layout.
Inspired by the studio’s work in aviation,
the team developed the 8.5m2 space
to be adaptable, with everything the
customer needs at arm’s length.
Scale versions of the rooms were
created to explore optimal layouts, then
full-size mock ups were built for further
testing. Premier Inn then built a number
of these rooms and had them available for
customers for a period of six months, to
gain customer feedback. Once again, the
design was refined. The first hotel opened
in March 2019 to great feedback, because
it has been designed not to offer what one
thinks customers will want, but exactly
what they want, based on measurable
evidence. The project answers two very
important questions: who do you serve,
and what’s important to them?
The project has in fact been so
successful, that a journalist for one of
the UK’s leading newspapers called this
budget hotel “probably the best hotel
in Britain”.
RULE FOUR: QUESTION THE
BANDWAGON, DON’T JUST
JUMP ON IT
Digitalisation has been a key talking point
over the last decade. The nature of the
aviation industry is that the uptake of
digital technologies has grown
considerably slower than the development
of new technologies, and as a result,
there can be a desire by airlines and
airports alike to move towards complete
digitalisation of certain services,
especially as more and more passengers
are digitally native.
However, while the development of
digital technologies and improving digital
services as a key part of the customer
experience is crucial, we need to work
on an evidence-based approach, where
The meal tray
concept is part of
the ‘Get Onboard:
Reduce. Reuse.
Rethink’ exhibition
in London 2
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