Hospitality

Intelligent audio and video elevate a Birmingham Premier Inn

Organization: Whitbread

Location: Birmingham, United Kingdom

Customer need: Customer experience, Public safety, Operational efficiency

Birmingham, United Kingdom, 2026

Whitbread explores how intelligent audio and video can improve guest experience, safety and operational efficiency.

A Premier Inn in Birmingham is being used by Whitbread as a test site for new technologies that could improve guest experience, safety and operational efficiency across its hotel estate.

Working with its security and facilities partner SECOM, Whitbread is trialling Axis intelligent network audio and video solutions to explore how connected systems can support hotel operations, from improving the guest experience and monitoring occupancy to communicating important safety information in the event of an emergency.

As part of its wider approach to innovation, Whitbread is continually evaluating technologies that could benefit its hotels and their guests. John Brind, Director of Safety and Security at Whitbread, has been working with SECOM to develop a trial exploring how its technology infrastructure can support upcoming safety requirements, including the forthcoming Martyn’s Law, also known as the Terrorism (Protection of Premises) Act.

We wanted to understand how technology could help us improve the experience for our guests and team members, while also strengthening our approach to safety and preparedness.

John Brind

Director of Safety and Security at Whitbread

The hotel already uses Axis technology, making the Axis open platform a natural starting point for the trial. Axis open architecture allows Whitbread to combine different technologies and applications while building on its current infrastructure. As part of the project, Axis network speakers have been installed in key areas of the hotel, including the ground-floor reception and bar and the first-floor lift lobbies.

Guests entering a lobby past the reception desk

Supporting a smoother guest experience

One of the first applications being explored is the use of network audio to help manage the guest journey. Audio prompts can direct guests towards self-service check-in kiosks when they enter the hotel. This can help reduce queues at reception and allow staff to spend more time on activities where their expertise and interaction can add greater value to the guest experience.

The system can also be used alongside analytics to provide information about occupancy and activity in different areas of the hotel. Remote alerts can notify staff when, for example, guests have been waiting at the bar or check-in desk beyond a defined threshold. This allows staff to focus on other duties while knowing they will be alerted when their attention is needed, helping make better use of resources while creating more opportunities for meaningful guest interaction and customer service.

Kevin Llewellyn, Divisional Director UK Sales at SECOM, states, “The exciting thing about this project is that these technologies are not being deployed in isolation. By bringing audio, video and analytics together, we can look at how they can support the hotel in practical ways, whether that’s helping guests, supporting staff or improving safety. It’s been a useful opportunity to test what’s possible in a live hotel environment. It’s also very beneficial to work with a proactive client such as Whitbread, which is continually looking for innovative solutions and already has confidence in the Axis brand and technology.”

Axis network speaker with display mounted in a Premier Inn hallway

Improving communication and safety

The trial is also looking at how connected audio and visual technologies can support inclusive communication. Combined audio and visual notification devices can provide information in different formats, helping ensure important messages can reach guests with different communication needs.

Network audio provides Whitbread with a flexible way to deliver safety announcements. For example, staff can use the system for routine fire alarm testing or to make targeted announcements during an emergency. A central dashboard at reception allows authorised staff to select specific zones and deliver announcements to the relevant areas of the hotel. This can help the team communicate clearly while avoiding unnecessary disruption elsewhere in the building.

Sean McNaboe, Key Account Manager at Axis Communications, adds, “An open platform gives organisations such as Whitbread the flexibility to adapt technology to their own requirements. At this Birmingham Premier Inn, we’re seeing how network audio and video can be used in different ways, from supporting guest services and accessibility to improving communication during an emergency. It’s a good example of how connected technology can deliver value across the wider operation, not just for security.”

The project is continuing to evolve as Whitbread and SECOM assess how the technology performs in a real hotel environment. Feedback from staff and analysis of the information generated by the system are helping the teams identify further opportunities and refine the applications being tested.

For Whitbread, the trial demonstrates how an open, connected technology platform can support more than traditional security. By combining intelligent audio and video with existing systems, the hotel is exploring new ways to improve guest experience, support staff and strengthen safety.