Budget hotels ➔
group has declared it is undertaking a major expansion drive in the capital with the intention of doubling the number of bedrooms within the m25 area by 2016. Whitbread’s claire Haigh explains, “Over
the next 24 months, premier inn is in the process of opening 20 new hotels across London, with 3,245 rooms in locations such as Leicester Square, Old Street, Holborn and islington.”
New entrants Two new players, Tune Hotels and Z Hotels, are also providing tempting offers for cash- strapped corporates, and are also expanding. Tune, with a lead-in price of £35 a night,
only has two hotels in London right now – Westminster and Liverpool Street – but plans to have 15 properties in the capital by 2017, with Tune paddington and Tune Kings cross opening this summer. Those who know malaysia will be familiar with this budget brand as it has 11 properties already operating there. meanwhile four-month-old Z Hotels (with
a lead-in rate of £85 a night) currently has only two hotels in the capital, in Soho and Victoria, but has declared its intention to focus on London with some provincial cities also being assessed right now. The group’s founder, Bev King, says it only looked at city centre locations or those close to transport hubs for potential hotels. That last strategy is key to the future of budget hotels. choice, whose brands include comfort, Quality and clarion, has a strong history of attracting business travellers, and is adamant that this is the way forward.
Central locations choice UK sales director, Brian Garvan, says, “if you look at London where we have 18 properties, you will see we go for major transport hubs. We have two at Kings cross, and there’s a Quality and comfort near paddington. We also have two comforts by Victoria. i think it is increasingly important to have central locations.” Hampton by Hilton, Hilton’s 'focused service' hotel brand, has a similar outlook.
its regional head, mark Nogel, says, “As a general rule we are focusing on city centre locations and airport locations.” This view is echoed by Accor hotels, which
operates the ibis brand. its marketing and distribution director for UK and ireland, Karelle Lamouche, says, “ibis hotels are located in city centres, often close to the station or to the airport to be convenient for the business traveller. We will be opening a new ibis hotel in Shepherd’s Bush and Blackfriars this year as part of this strategy.” So along with price, location has become
paramount for the budget accommodation sector as it intensifies its focus on the business traveller.
Amenity creep But what else are the players doing to woo road warriors into trying out their offering? plenty, it seems. many see wifi as a standard product offering with business travellers expecting a free service, while more restaurant and bar facilities are also
“Along with price, location has become paramount for the budget accommodation sector as it intensifies its focus on the business traveller”
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Pictured: Above: Ibis Hotels; Far left: Jurys Inn; Left: Tune Hotels
THE BUSINESS TRAVEL MAGAZINE 77
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