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Sleep Inn to rebrand as purplehotels
Nine Sleep Inn hotels in the UK will be rebranded as purplehotels on February 1.
The budget brand, owned by The Real Hotel Company, is promising “no frills chic” that will bring a “touch of style and cool” to the price-led sector.
Hotels in Baldock, Birmingham Star City, Cambridge, Derby, Doncaster, City of London, Peterborough, Shrewsbury and Tewkesbury will all be rebranded.
February 7 will see the opening of the purplehotel Glasgow Airport and by the 2012 Olympics, The Real Hotel Company plans to open 4000 rooms in purplehotels.
Chief executive Michael Prager said: ‘‘As the budget sector matures there is an opportunity to move away from purely price and add style, comfort and fun to the equation.
“Our budget competitors have done a great job of making hotel rooms affordable to everyone but we believe that customers want to stay in a real hotel – not an inn or a lodge – and purplehotel room rates are priced at a level so that most people can use them.”
Prices range from £55 to £85 in the regions and in London midweek £155 to £190.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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