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Premier Travel Inn to be rebranded
Whitbread is to re-brand its budget hotel business Premier Travel Inn to Premier Inn at a cost of more than £20 million.
The revamp will be completed at a cost of £13 million together with £9 million of capital expenditure and will be supported by its largest ever-advertising campaign, the company said.
The change follows research which found that Premier Travel Inn brand does not have the recognition it deserves, especially with leisure users
Premier Travel Inn is the UK’s biggest hotel brand with more than 480 hotels and 32,600 rooms.
The decision to re-brand as Premier Inn will make it easier for consumers to remember, recognise more quickly the premier offering in the budget hotel sector and create “clear blue water” between the brand and its competitors, the company claimed.
Marketing director Gerard Tempest said: “We know we’re the leading budget brand for ‘intent to recommend’ amongst business and leisure travellers, and now’s the opportunity to make it simple for them to remember our name and what we stand for.
“The re-brand will over-arch everything in the business, and be used as an opportunity to springboard our ‘guest obsession’ activity even further forward.”
A statement said: “The PTI brand name has served the business well as it has effected its transition from Travel Inn to the business it is today, retaining all the equity built up in Travel Inn with the positive brand association of the word ‘Premier’ from the purchase of Premier Lodge.”
by Phil Davies
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