John

Whitbread is to re-brand its budget hotel business Premier Travel Inn to Premier Inn at a cost of more than £20 million.

The revamp will be completed at a cost of £13 million together with £9 million of capital expenditure and will be supported by its largest ever-advertising campaign, the company said.

The change follows research which found that Premier Travel Inn brand does not have the recognition it deserves, especially with leisure users

Premier Travel Inn is the UK's biggest hotel brand with more than 480 hotels and 32,600 rooms.

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, the company claimed.

(Travelmole)

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