The United Kingdom’s crowded and competitive budget hotel sector has a wide range of customers from many socioeconomic categories, each with their own reasons for seeking a hotel. Most low-cost offerings are very similar in terms of location, facilities, and price, making differentiation and communication challenging........

1. Why is differentiation difficult in the UK budget hotel sector, and how does internal marketing help Premier Inn succeed in differentiating itself?

2. How does investment in well-designed online and app reservation experiences for customers align with the concept of internal marketing?