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Premier Inn Win ‘Hotel Chain of the Year’ at British Travel Awards

by Keith on 17 Nov 2011

The prestigious British Travel Awards (BTA) were presented at a Gala Dinner held at Battersea Evolution, Battersea Park, London last week and one lucky chain of hotels the top award and two others to boot.

The companies are nominated for these awards by invited professionals working within industry. The nominations are short-listed on two criteria; firstly, if they were a winner in that category in the previous year’s awards they are automatically selected, secondly, the rest are short-listed dependant on the number of nominations received. Once the respective short-lists are drawn up the voting is handed over to the general public who vote via the British Travel Award website. There was a considerable jump in votes cast this year from 220,000 in 2010 to 700,000.

The nominations and awards
It was probably no great surprise to those at Premier Inn’s that they were nominated for: -
• Hotel Chain of the Year
• Best Business Hotel Chain
• Best Leisure Hotel Chain
After all they had won those three awards in 2010, so would have had automatic selection to the short-list provided they were nominated, nevertheless it must have been a massive surprise to them to win all three categories again in 2011.

Despite a real feeling of déjá-vu the team must have been elated to have fought off the opposition two years on the trot; the hard work was suddenly all worthwhile.

Premier Inn’s saw off RIU Hotels & Resorts and Hilton for the main award and also for best Leisure Chain; in the Business Chain they beat Hilton and Marriott.

The British Travel Awards were not the only prizes Premier Inn managed to win last week they were also voted the leading Economy Hotel brand in the JD Power European Economy Hotel Guest Satisfaction Survey; unbelievably for the fourth year running.

Quote, unquote
Premier Inn is part of the Whitbread Hotels and Restaurant company, the Managing Director Patrick Dempsey had this to say “We are absolutely delighted to win three awards and would like to thank everyone who voted for us. Our teams work hard to ensure that our customers have a good night’s sleep at Premier Inn. We provide high quality accommodation at very good value, making Premier Inn a perfect choice for both business and leisure guests.”

Premier Inn, the future
With over 600 hotels already in the chain who could blame Premier Inn for resting on their laurels, unsurprisingly this is not going to be happening as they have a number of hotels under construction and further plans for expansion in the pipeline.

Five hotels are opening before Christmas 2011;
London City (Old Street)
Burton on Trent Central
Bradford Central
Loughborough and
Dartford premier inn

They also have eight more opening between the New Year and mid February, including one at Heathrow Airport Terminal 5; this follows the opening of six other budget hotels between May and November this year. Plans have also been accepted to build Premier Inns close to the town centres in Barry and Shrewsbury.

Premier Inn certainly has a lot to be proud of this year and should give themselves a huge pat on the back for their efforts. The hotel trade in the UK is an incredibly large business and extremely competitive, particularly in the area of budget accommodation, so to be voted number one by your customers is an exceptional achievement; to do it two years on the trot is phenomenal.

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