Dubai: Premier Inn, the region's fastest growing budget hotel brand owned by Whitbread plc, one of the UK's oldest companies has been awarded a top accolade of Hotel of the Year from their holding company in the UK; Whitbread plc.
Currently owning and operating 600 hotels with over 43,000 rooms, Premier Inn has made a significant impact in the Middle East hospitality market. A strategic partnership with The Emirates Group has been pivotal in the Premier inn brand's strong expansion and growth strategy across the GCC since it first launched in 2008.
Consistent excellence in guest satisfaction, quality assurance, revenue management, environmental initiatives and profitability has earned the Premier Inn at Dubai International Airport the coveted Hotel of the Year award as part of Whitbread's Excellence Awards - the first time ever for a hotel outside the UK.
The Hotel of the Year trophy, awarded to just one property was presented to Paul Bridger, General Manager of the DIA hotel, at an awards event held in the UK on 10th May in front of over 2,000 Whitbread Hotel & Restaurant managers and heads of department.
Since the Premier Inn brand launched in the region, emphasis has been on redefining the 'budget' hotel market by introducing their high standard, 'value' hotel model into the UAE hospitality sector. The model is now going further afield with the planned launch of two hotels in Abu Dhabi and one in Qatar with more planned across the region.
Darroch Crawford, Managing Director of Premier Inn Middle East & Africa said, "This really is an outstanding achievement for Premier Inn Dubai International Airport. The hotel team has worked extremely hard to get to this point and have consistently and diligently strived to deliver the brand philosophy to all customers ensuring their stay not only meets their expectations but exceeds them".
What has become apparent over the last four years is that Premier inn wanted to create a clear and distinct differentiation from the competition in the market - that differentiation seems to come from Premier Inn's "value" hotel model, of bringing a 4 star product to the market at a 2 star price, but with 5 star service.
Crawford continued, "Although we have specific criteria as a brand that we need to uphold to maintain our brand proposition, we encourage our staff to break the rules, if in doing so we can enhance the customer experience".
Winning the award has made a huge impact on the staff. Paul Bridger, General Manager Premier Inn - DIA said, "All of us who work for Premier Inn, not just the DIA hotel staff but across all our Dubai sites, are thrilled with this honour. The award is a tribute to all members of staff, whose friendliness, efficiency and professionalism help us exceed our guests' expectations. To be recognized by our international peers is especially meaningful, and it inspires us to even greater standards of excellence".
Premier Inn's strategic partnership with The Emirates Group has proved a key element in the brand's success. Crawford concluded, " Our partnership with The Emirates Group provides a solid foundation for our brand, and with the support that Emirates has provided Premier Inn, we know that our plans for the future will only meet with success.
For hotel bookings, visit www.premierinn.ae or call +971 (0) 4 885 0999.
Premier Inn's hotels in Dubai, its first international properties outside of the UK, are operated under a joint venture between the Emirates Group and Whitbread Plc.
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About Premier Inn
Premier Inn is the UK's biggest hotel brand with 600 hotels and over 43,000 rooms. All Premier Inns feature: en-suite bathroom with shower and bath; beds with duvet; family rooms that sleep up to two adults and two children aged 15 and under; remote control TV/radio alarm; tea/coffee making facilities; spacious desk area; licensed restaurant and bar.
Premier Inn recently became the first Britain-wide hotel group to sign up with national tourist boards, VisitBritain, VisitScotland and VisitWales. This means that Premier Inn is now part of a new quality assessment scheme, specially created for budget accommodation. Premier Inn offers customers a 'Good Night Guarantee' of a good quality room, comfortable surroundings and friendly service, which is unique amongst Britain's leading hotel chains. Further information is available from www.premierinn.com
About Emirates
Emirates is the Dubai-based international airline. The Emirates Group comprise an award-winning fleet of 115 aircraft which flies to 99 cities around the world, an international cargo division, a fully-fledged destination management and leisure division, an international ground handler and an airline IT developer, Emirates is characterised by two key features, continuous explosive growth and a constant focus on top quality service.
About Whitbread Plc
Whitbread PLC is the UK's leading hospitality company, managing the number one brands in hotels, restaurants, and coffee shops, including Premier Inn, Brewers Fayre, Beefeater, and Costa Coffee. Whitbread's strategy is to create value for shareholders by focusing on growth in expanding sectors of the hospitality industry, primarily in the UK but also in selected international markets. In the financial year to March 1, 2007, Whitbread generated pre-tax, pre-exceptional profit of £213.0m. Founded in 1742, the company is listed on the London Stock Exchange (as WTB.L) and is a member of the FTSE4Good Indices.
For more information on Premier Inn, please contact:
Claire Stapley,
Siren Consulting - 050 4577841
claire@sirenconsulting.com
© Press Release 2011
