Building on our
advantage

Premier Plus

Following a successful trial of Premier Plus rooms in our flagship hotel in Berlin Alexanderplatz, we are extending the trial to a further eight hotels across our German estate.

Our Premier Plus rooms offer additional amenities, an upgraded desk and an even faster Wi-Fi connection for a modest price premium to our standard room format. By offering Premier Plus rooms we are offering our guests even more choice.

The 5,000 Premier Plus rooms that we now have across the UK and Germany are popular with both business and leisure guests and achieve higher levels of RevPAR than a standard room in the same hotel.

Ireland expansion

In January 2024, we opened the doors to Cork City Centre Premier Inn, our sixth hotel in Ireland and our first hotel outside Dublin.

Working with local communities is vital when building new hotels, and being located in a heritage location on Morrison’s Quay, the 187-room hotel has been sensitively designed and employs 40 team members from in and around the local area.

The opening of Cork City Centre means that we now have 1,000 rooms open across Ireland and are making good progress towards our network potential in the country.

New ground floor format

Our hotels offer more than just a place to sleep and we know how important a great communal space is to our guests, either as a place to work or to relax.

Our all-new integrated ground floor concept, ‘The Social’, offers an enhanced modern and vibrant environment where guests can check in, choose to order food and drinks throughout the day at one of our new ‘hero bars’, or relax in a comfortable lounge area. The improved layout also allows our teams to multi-task, improving our operational efficiency and helping to reduce costs. Currently available in four of our UK hotels, we are planning to extend the trial to further sites over the coming year.

Enhanced standard rooms

We believe that choosing a budget hotel brand shouldn’t mean our guests have to compromise on comfort and quality.

Our latest room format (ID5) offers a ‘home away from home’ experience for our guests at an attractive price. Whilst ensuring a great night’s sleep remains our main focus, we have complemented this with modern artwork, a walk-in shower and in-room technology. Following positive customer feedback and higher guest scores, we are now rolling out the new ID5 format in the UK and Germany. The improved design and layout will also help to reduce cleaning time, creating operational efficiencies.

Gifty Mensah

Kitchen team member, Honourable Pilot Cookhouse & Pub

“I became more confident and efficient in the kitchen. We have a great management team that provides us with a good and supportive working environment. I have been able to apply the skills I learnt during the training.”

Our fast track chef programme takes people from no experience to chef in 20 days. Over that time our kitchen academy trainers upskill candidates across a variety of kitchen skills, including cooking to a specification, brand standards, shift management and breakfast service. Gifty is now excelling in her role as chef at Honourable Pilot Cookhouse + Pub in Gillingham and loves serving up great experiences to all our guests.”

James Turner

DHM, Premier Inn Stratford Upon Avon Waterway

“The six Deputy Hotel Manager (DHM) development modules have had a significant impact on my growth within the business. Particular standouts for me are the ‘resilience’ and ‘mindset’ modules,
which have given me insight and understanding of my own personal resilience in the work place.

Overall, the modules have really supported me in understanding the areas I can develop and expand on my personal development for the upcoming year. It has also impacted how I deliver coaching and training within my team and how I engage with them.

Both my peers and I agree that we all have taken away learnings from the modules and I recommend any DHMs, who are new to the role to get involved.”