Business class downgrades benefit Premier Inn

More business travellers are downgrading to stay in budget accommodation, latest figures from Premier Inn parent Whitbread show.

Total sales for the low cost chain in the 13 weeks to June 3 rose by more than 14% over the same period in 2009.

Business account sales revenue grew 21% to more than £50 million.

This was attributed to companies being increasingly attracted by “high quality” bedrooms at budget prices and the group’s “100 per cent Good Night Guarantee”. 

Overall like for like revenue per available room at Premier Inn was up 9.1% with occupancy of 75.7%.

This reflected both an improvement in the market and a “significant” increase in share, according to Whitbread.

Chief executive Alan Parker said: “Our outperformance was driven by increased marketing and the full implementation of dynamic pricing with improved value for money awareness. 

“Premier Offers, with rooms from £29 for leisure guests, has generated a significant increase in weekend occupancy.”

He added: “In the quarter, we opened four new hotels with a total of 380 rooms, of which three are on joint sites with restaurants.

“Our secured pipeline of future new rooms now stands at over 11,000 including 2,500 rooms planned to open in 2010/11.”



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