UK’S Premier Inn in a roll, targets emerging markets

WHAT ARE RECENT DEVELOPMENTS OF PREMIER INN IN UK AND IN SOUTHEAST ASIA REGION?

Premier Inn in the UK had another successful year with positive growth. Last year, it added 5,461 new rooms, picked up the coveted title of No 1 hotel brand in the 2015, and achieved a TripAdvisor Certificate of Excellence. 

For Southeast Asia, recent commercial developments include the successful openings of Premier Inn Pattaya, Thailand and Premier Inn Surabaya and Yogyakarta in Indonesia. In terms of upcoming commercial developments for Southeast Asia, we will be opening new Premier Inns in Singapore and Sentul in Indonesia. Beyond Southeast Asia, we will be opening additional Premier Inns in Goa, India, Ibn Battuta in Dubai UAE and Doha Education City in Qatar. 

 

WHAT ARE FUTURE PLANS SPECIFICALLY FOR THAILAND MARKET OVER NEXT FEW YEARS?

We have ambitious investment plans for Thailand in the near future, as it represents an important high-growth market for us. I am pleased to report that we are making steady progress and will be opening our second hotel in Thailand, Premier Inn Bangkok Soi 11 early next year. 

It will have 224 rooms and is centrally located in the heart of the busy and dynamic Shukhumvit district. Moving forward, we are also continually looking for new investment and development opportunities with the hope of extending our award-winning brand to other key locations across Thailand. 

 The current and future travel outlook between the UK and Thailand is and will continue to remain positive. According to the UK’s Foreign Commonwealth Office, nearly 1 million British nationals visited Thailand last year. The UK is also home to the largest Thai expatriate community outside Asia and North America, while over 50,000 British nationals have chosen to make Thailand their permanent home.

When it comes to current market demographics, we tend have a broad mix of customers comprising of nationals from the UK, China, Thailand, and the Middle East.

 

WHAT ARE PREMIER INN MARKETING PLANS AND ACTIVITIES LINED UP FOR THAILAND IN REST MONTHS THIS YEAR? 

From a marketing perspective, we will be focusing our efforts on building brand awareness and positioning ourselves as a market-leader within Thailand’s mid-segment hotel industry. We will also continuously strive to deliver on our brand promise, which is helping our guest feel brilliant through a great night’s sleep. 

 

WHAT ARE KEY CORPORATE STRATEGIES FOR PREMIER INN? 

Premier Inn is positioned as a leading mid-segment hotel. We have an award-winning brand and we are confident that what we offer - quality accommodation at affordable prices, supported by our unique Good Night Guarantee - will be a big hit with customers and that Premier Inn will fast become the preferred choice for value conscious travelers. 

 

HOW’S GOOD NIGHT GUARANTEE INITIATIVE WORKS? 

Premier Inn has been building and will continue to deliver a strong brand promise, which is to help our guest feel brilliant through a great night’s sleep. We also pride ourselves on comfort and quality, so whether you’re staying for business or leisure, you’ll always enjoy a warm welcome from our friendly teams.