Premier Inn to target UK inbound with Amadeus deal

UK and Ireland hotel chain Premier Inn’s 580 properties are to be made available on the Amadeus GDS.

The deal will allow Premier Inn to expand distribution on the continent where there is considered to be opportunities to grow markets in France, Spain, Italy and Germany.

The operator will promote “value for money” breaks to foreign visitors and also hopes to attract more business travellers with rooms now available through 103,000 points of sale worldwide.

The distribution deal has added over 42,000 rooms within the UK and Ireland to Amadeus.

Hugo Ehrnreich, head of hotel distribution at Amadeus, said: “Having Premier Inn content is great news for us as it further increases our UK and Ireland market coverage and gives Amadeus a well-balanced portfolio of hotel content across all price ranges. 

“This is an important part of Amadeus’ commitment to providing relevant content, as recent feedback from our travel agency partners shows that demand for budget hotels is soaring.

“We’re also pleased to say that we were Premier Inn’s first global distribution choice, and we look forward to building on this successful partnership.”

Gerard Tempest, marketing director for Premier Inn, added: “Through Amadeus we’ve got a real-time data exchange to instantly provide our content to bookers all over the world.

“It’s an extremely cost-effective solution and we are fortunate to be able to use the same provider for our revenue management and global distribution solutions.”  

The implementation of Premier’s 580 properties on Amadeus has started and work will proceed in phases with airport and major city hotels prioritised. The implementation will be complete by mid-August.

 

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