Advantages and Disadvantages of the Premier Inn Hotel - Research Paper Example

Advantages and Disadvantage of XXX Hotel Premier Inn Introduction Premier Inn is one of the reputed budgeted hotel chains operating successfully since 1987. It is headquartered at Luton in United Kingdom. The company offers more than 50,000 rooms as well as 650 hotels in numerous regions of the globe. Initially, it was introduced under the brand, Travel Inn but later it is owned by Whitbread. Excellent customer services and behavior enhanced the profit margin and brand image of Premier Inn to a significant extent as compared to many other rival players in the markets of United Kingdom, United Arab Emirates and Republic of Ireland. Moreover, the price range of the rooms of Premier Inn is quite lower as compared to many other rivals such as Helmont House, North Tower etc. However, due to these criteria, a wide range of leisured tourists desired to attain the facilities of Premier Inn rather than others (Premier Inn, 2014). The demand and popularity of Premier Inn is expanding in the entire globe mainly due to its excellent quality of services and comfort facilities. This amplified its customer bases and profitability of the organization to a consistent rate (Clark & Gordon, n. d.). The thesis statement of this research paper is to analyze and evaluate the facilities and services of Premier Inn thoroughly by highlighting its branding and marketing part, global impact, growth potential etc. First Body The logo of Premier Inn mainly highlights a half sleeping moon with an attractive purple base. Half sleeping moon is used by Premier Inn in order to reveal the comfort and quality of service offered by its employees to the tourists. So, the tourists feel extremely drowsy and try to get asleep in order to reduce the extreme hardship of the day. The logo is presented below: (Source: Premier Inn, 2014) Furthermore, the purple base reveals a wonderful nights full of varied types of dreams and imaginations. Thus, this type of logo proved highly attractive for the tourists, desiring for highly comfortable atmosphere. The current advertising slogan used by Premier Inn in attracting a wide range of customers is ‘Everything is premier, but the price’. Such a slogan is highly effective for the customers trying to attain a budgeted hotel along with all sorts of facilities and opportunities. The tagline used by Premier Inn is ‘get a great night’s sleep’. This tagline might fascinate the customers desiring for a relaxed and hassle-free night and it might prove extremely effective for Premier Inn thereby amplifying its total revenue and profitability in the market among others, in this competitive age. The target market of Premier Inn is the tourists desire to enjoy an excellent service facilities as well as comfortable nights at budget rate. Premier Inn tries to offer best set of facilities at a competitive price so as to attract and retain its customers for a longer period of time among others. Premier uses both its online sites as well as social media in order to highlight its benefits in-front of the interested tourists. The main idea behind it is to increase its brand awareness and revenue through social media as this is recognized as one of the most effective promotional platform in this age as compared to many other media’s. So, Premier Inn used both these sites to increase the range the awareness among its customers as compared to many other rival players. Second body The market share of Premier Inn is quite high in local market of United Kingdom as compared to global perspectives. So, it desired to increase its number of rooms from 55,000 to 65,000 by 2016 and to 75,000 by 2018. This clearly reveals that the demand and reputation of Premier Inn is extremely worthy in United Kingdom as compared to others. Moreover, by increasing the number of rooms, the number of customers might get improved that would surely increase its revenue (Telegraph Media Group Limited, 2014). The direct competitors of Premier Inn are Expedia, Laterooms.com, Superbreak.Com and many others within the region of United Kingdom. In-spite of these competitors, Premier Inn positioned itself in the highest level that amplified its demand and revenue in this competitive age. Primer Inn operates in hospitality sector and so it needs to maintain a balance with the environment in order to reduce its negative impacts over society. It needs to implement advanced technology machines for cooking purposes so as to reduce the emission of harmful gases such as methane, carbon monoxide, carbon dioxide and many others into the environment. Premier Inn might also try to plant numerous green trees and plants in its surroundings so as to increase the amount of fresh and clean air. Moreover, it also tried to reduce the amount of waste materials that may decrease the level of pollution and enhanced pollution free atmosphere. Such a strategy is highly preferred by numerous pollution-conscious tourists that amplified its reputation and prosperity in the market among many other rival players. This strategy also proved extremely effective for the organization that increased its profitability and operating income. Primer Inn introduced an eco-friendly hotel in Tamworth in Burgess hill implementing advanced technologies such as effective insulation, recycled grey water, rainwater harvesting etc that helped to reduce the emission of huge amount of carbon within the atmosphere (Breaking Travel News, 2010). This proved extremely effective for the organization that amplified its demand and market share in this aggressive market among many other rival players. So, it is highly favored by numerous environment conscious tourists. Yes, Premier Inn is surely carbon neutral as it tried to reduce the footprints of carbon by implementing highly efficient insulation technology, recycled grey water as well as automated light control systems. Such type of advanced strategies attracted a wide range of environment conscious tourists towards the brand of Premier thereby increasing its portfolio and demand in the market among others. However, these technologies proved worthy for Premier Inn to amplify its customer base and loyalty in the market. Premier Inn tries to get involve with the individual of local communities and present varied types of facilities and requirements to them. Such type of commitment of Premier Inn over the community individual enhanced its demand and popularity in the market among other rivals. Moreover, such type of activities fascinated a huge range of customers that increased its customer base and equity. Third body Primer Inn tried to expand itself in numerous developing and developed countries in the entire globe in recent age. However, such expansion proved effective for Premier Inn to amplify its customer base and reputation as compared to its competitors like Expedia and Superbreak.Com among others. Furthermore, expansion in various developing countries improved the reputation and loyalty of the organization to a considerable extent, in-spite of extreme bargaining rivalry. Primer Inn expanded in numerous counties but its market share is still high in the market of United Kingdom. So, it decided to increase its number of rooms from 55,000 to 75,000 that may surely increase its profit margin and total revenue in the upcoming years to a significant extent (WhitBread, 2014). Primer Inn might expand into numerous developing countries that may amplify its dominance and loyalty. Moreover, in order to position itself among others, it might highlight its facilities such as excellent quality of service, good food, excellent behavior and attitudes etc. These facilities might attract the interested tourists towards this brand that may amplify its profit margin and productivity Conclusion Conclusively, it might be stated that with the help of identifying the strategies and policies of Premier Inn, its position and reputation might be effectively analyzed. The market share of the organization is also evaluated to analyze its demand and reputation in this aggressive firms’ rivalry. In order to increase its customer base, the company needs to offer varied types of discounts in festive occasions for the aged customers, newly wedded couples etc. Implementation of this strategy might also prove extremely effective for the organization that may increase its portfolio and dominance to a considerable extent. References Breaking Travel News. (2010). Premier Inn rolls out plans for new green hotel. Retrieved from: http://www.breakingtravelnews.com/news/article/premier-inn-rolls-out-plans-for-new-green-hotel/. Clark. T. & Gordon, S. (No.Date.). Budget hotels: The lowdown on going low cost. Retrieved from: http://www.dailymail.co.uk/travel/article-617180/Budget-hotels-The-lowdown-going-low-cost.html. Premier Inn. (2014). About Us. Retrieved from: http://www.premierinn.com/. Telegraph Media Group Limited. (2014). Whitbread unveils aggressive Premier Inn growth plan. Retrieved from: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/leisure/10026948/Whitbread-unveils-aggressive-Premier-Inn-growth-plan.html. WhitBread. (2014). Annual reports and accounts 2013-14. Retrieved from: http://www.whitbread.co.uk/our-brands/premier-inn.html. Read More