Premier Inn, The Dorchester And The Power Of ‘Word Of Mouth’!


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Premier InnTwo stories this week from the world of hotels and how they have been impacted on by politics and the power of social media – one positive and one negative!

The first is something that’s ‘doing the rounds’ on social media promoting the hotel chain Premier Inn. It features their brand ambassador, Lenny Henry who last week was told by a Ukip candidate to emigrate to a “black country”, after the comedian bemoaned the lack of black and ethnic minority people in the creative industries. The advertisement shows Lenny lying down on a bed with the strap line YOU KIP from £29!!!

There’s no confirmation whether it’s a genuine advertisement from Premier Inn, or whether it’s been photo-shopped and posted by someone else, but it’s certainly spreading the word and highlights them in a positive light, unless of course you’re a Ukip supporter!

The second is a negative one involving the Dorchester Collection luxury hotel chain which includes The Dorchester in London and the Beverly Hills Hotel in Los Angeles. Apparently, the chain is owned by the Sultan Of Brunei, who has recently introduced legislation into his country that could lead to gay people being stoned to death.

This news has caused a flurry of activity across both ‘traditional’ and social media prompted by a number of celebrities who have urged people to boycott the hotel chain. One of those is Stephen Fry who urged his 6.7 million Twitter followers to snub the Dorchester by tweeting “Not that you were necessarily going to stay there, but time to boycott the Dorchester Group.”

It wasn’t just him, and it’s not just about spreading bad news, there are some specific actions being taken by some. Richard Branson has announced that Virgin employees would not stay at the Dorchester Collection chain. Again, a post on Twitter by Branson said “No @Virgin employee, nor our family, will stay at Dorchester Hotels until the Sultan abides by basic human rights.” 

Others who have called for a boycott include Sharon Osbourne and comedian Ellen DeGeneres, and the US group Feminist Majority Foundation said it had also pulled its annual Global Women’s Rights Awards, co-chaired by Jay and Mavis Leno, from the Beverly Hills Hotel in protest.

They’re both great examples of the power of ‘word of mouse’ and financial impact it can have on a business, either positively or negatively!

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.


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