Premier Inn has reported a surge in demand for its hotel pillows after a series of TikTok videos went viral. The trend, part of the #TikTokmademebuyit phenomenon, has led to a 65% uplift in sales, with 6,000 pillows sold – a 400% increase compared to the same period last year.
The pillows, which are sold in pairs, are made from blown hypoallergenic fibres, designed to be lightweight and easy to plump. Each set includes a poly-cotton blend pillow protector. Prices start from £25 for a set, available on the Premier Inn website.
Sarah Simpson, head of 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. Our pillows are the perfect way to enjoy a little bit of Premier Inn at home.”
The hotel chain, currently closed for leisure travellers in line with government guidance, is set to reopen its England hotels from May 17. It will also launch five new seaside hotels, including locations in the Isle of Wight and Blackpool, with prices from £35 a night.
