Dubai: Premier Inn, the UK's largest and most successful hotel brand, that launched in Dubai in April of last year with a hotel at Dubai Investments Park, has responded to market trends by a reducing their daily room rate from 495 to 350 Dhs. The price is guaranteed for every Premier Inn room in Dubai until the end of September. Despite figures showing that the business continues to benefit in the current economic climate, as business travelers trade down from four-star rivals, the reduction was made in order to preserve the Premier Inn brand promise of delivering the best value for money available in hotel accommodation.
Darroch Crawford, Managing Director of Premier Inn, Middle East said, "Recently it would appear that many 4-5 star luxury hotels have reduced their rates quite substantially. Premier Inn's priority has always been to provide the very best value for money to our customers and this reduction ensures we remain true to our brand values."
Taking into account both their UK and International hotels, Premier Inn has outperformed the wider hotel market, with like-for-like sales up 10.2%. The 580-strong hotel chain remains firmly committed to this region with sites under construction at Dubai International Airport and Dubai Silicon Oasis, where they will open their second Dubai property in early May this year and where the rate will also be 350 Dhs. Construction will start on two sites in Abu Dhabi shortly.
"It's important to try and stay ahead of the game when it comes to pricing," Crawford continued, "whilst we have been performing very well, we are determined to offer the best value for money and friendliest service in every market in which we operate, it's a pre-emptive measure to ensure our occupancy levels remain healthy and we continue to be recognised as the best value hotel brand in Dubai.
Premier Inn's hotels in the GCC are operated under a joint venture between the Emirates Group and Whitbread Plc.
For hotel bookings, visit www.premierinn.com or call +971 (0) 4 885 0999.
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Premier Inn
Premier Inn is the UK's biggest and fastest-growing hotel brand with over 580 hotels and almost 40,000 rooms across the UK and in Ireland. Premier Inn bedrooms in the GCC are 24m² and feature en-suite bathroom with bath, shower and bidet, 32in Flat screen TV and free internet access. 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.
A joint venture with Emirates has seen the Premier Inn brand develop in the Gulf region, with its first budget hotel in the region opening in Dubai in the Spring of 2008. Premier Inn also has a joint venture with Emmar-MGF to roll out 80 budget hotels in India by 2017.
Premier Inn has been confirmed as the leading Economy brand in the JD Power European Economy Hotel Guest Satisfaction Survey 2008
Whitbread PLC
Whitbread PLC is the UK's largest hotel and restaurant company operating market-leading businesses in the budget hotel and restaurant sectors. Its brands include Premier Inn, Beefeater, Table Table, Brewers Fayre, Taybarns and Costa Coffee.
Whitbread PLC employs over 33,000 people and serves 8.5 million customers every month in its 1,500 outlets across the UK.
In the first half of the financial year ended 28th August 2008, Whitbread PLC reported a 12.6% increase in Group Revenue to £682.2 million and 24% increase in Pre-tax Profit to £123.3 million.
Emirates Airline and Group
Emirates is the Dubai-based international airline. The Emirates Group comprise an award-winning fleet of 128 aircraft which flies to 100 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 its constant focus on top quality service.
© Press Release 2009
