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Premier Inn pillows go viral on Tiktok

1 Mar 2021 Brand


Sales spike of 65% following viral video trend with 400% annual increase

Premier Inn hotels are renowned for the comfort of their beds, but did you know you can buy the bed and pillows to have at home? One TikTok user @charconnor discovered the comfort of the pillows for herself and shared her purchase as part of TikTok viral trend #TikTokmademebuyit and soon had thousands of others watching along.

The viral video quickly garnered thousands of views, and is currently at 92 thousand views, and as a result the brand saw a big uplift in sales for its pillows. It also saw other TikTok users creating similar videos sharing their love of the Premier Inn pillows.

Following the video Premier Inn has seen a 65% uplift in sales of its pillows, and in the weeks since the video has sold over 6000 PAIRS of pillows, with a 400% increase on sales compared to this time last year.

Sarah Simpson, who heads up sleep product development at Premier Inn said:

“We understand how important getting a great night’s sleep is- whether you are at home or in one of our hotels. And with many of us missing weekends away it is great to see so many people investing in the quality of their sleep. Our pillows are the perfect way to enjoy a little bit of Premier Inn at home.”March is Bed Month so why not treat yourself to hotel quality sleep with a pair of Premier Inn pillows. Pillows are available in either soft or firm and include a quilted pillow protector and can be purchased for £25 a pair (including delivery) and are available to buy direct at


TikTok videos #tiktokmademebuyit #premierinn
– – @charconnor Additional videos

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