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PREMIER TRAVEL INN SET TO REBRAND AS PREMIER INN
19/06/2007
Whitbread has today unveiled its intention to re-brand its budget hotel business, Premier Travel Inn, to Premier Inn. The re-brand will be completed at a cost of £13million together with £9million of capital expenditure and will be supported by its largest ever advertising campaign. Following the acquisition in 2004 of Premier Lodge, 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. Throughout 2006 an extensive research programme with business, personal and prospective users of PTI was conducted and the findings showed that whilst the PTI product, distribution and service is market leading, the brand does not have the recognition it deserves, especially with leisure users 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. Comments Gerard Tempest, Marketing Director, Premier Travel lnn: “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.” * According to the BDRC British Hotel Guest Survey Notes To Editors:
About Whitbread Plc … Whitbread PLC is the UK's leading hospitality company, managing market leading businesses in the budget hotels, restaurant and health & fitness sectors, including Premier Travel Inn, Brewers Fayre, Beefeater and Costa. Whitbread's strategy is to create value for our shareholders by focusing investment and growing in expanding sectors of the hospitality industry, primarily in the UK but also in selected overseas markets. In the financial year to March 1, 2007, Whitbread generated pre-tax, pre-exceptional profit of £213.0m. Founded in 1742, the company is listed on the London Stock Exchange (as WTB.L) and is a member of the FTSE4Good indices. http://www.whitbread.co.uk/. About Premier Travel Inn … Premier Travel Inn is the UK’s biggest hotel brand with over 480 hotels and more than 32,600 rooms. All Premier Travel Inn bedrooms are 22m² and feature a king size bed with quality duvet and pillow options; en-suite bathroom with shower and bath; remote control TV/radio alarm; tea/coffee making facilities; and a spacious desk area with internet access. Premier Travel Inn offers customers a ‘Good Night Guarantee’ of a good quality room, comfortable surroundings and friendly service, which is unique amongst Britain’s leading hotel chains. Premier Travel Inn recently became the first Britain-wide hotel group to sign up with national tourist boards, VisitBritain, VisitScotland and VisitWales: this means Premier Travel Inn is now part of a new quality assessment scheme, specially created for budget accommodation. www.premiertravelinn.com Media Contacts:
Dionne Parker, Interim Communications Director, Whitbread PLC: Tel: (+44) 1582 844 346
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