Budget hotels
“Consumer ➔ expectations have
evolved signifi cantly. The vertical
segmentation of economy to upscale
brands is a thing of the past. Now, all brands must be able to offer modern, contemporary, stylish services”
creeping into the budget offering. Breakfasts are making more of an appearance at some value hotels – last April Holiday inn express launched the free express Start Hot Breakfast, for example – and you’re less likely to have to hike down the road for a bite to eat before your day starts than was the case five years ago. perhaps exceptionally, Hampton by Hilton
offers all the above plus bars and restaurants, a gym and a loyalty programme to boot. That’s real amenity creep. meanwhile French hotel giant Accor, which
is in the middle of rebranding its ibis, etap and All Seasons brands into ibis, ibis Styles and ibis Budget, is throwing in all sorts of extras. even the latter, its cheapest offering, will offer customers an all-you-can-eat continental breakfast, while higher up the (still budget) scale at ibis Styles you’ll get the breakfast plus wifi, self-service drinks, newspapers and magazines gratis. Accor's Lamouche says, “consumer
expectations have evolved significantly. The vertical segmentation of economy to upscale brands is a thing of the past. Now, all brands must be able to offer modern, contemporary, stylish services.”
Adding value Budget to mid-scale Jury’s inn has also been busy thinking how to add value for the customer. its head of sales, marc Webster, thinks that people are starting to look for more value from their hotel supplier. He says, “We have also really been
Pictured: Above: Travelodge; Right: Premier Inn
concentrating on our service levels, making sure the journey for the customer from booking to checking out is always a good one. it’s not all wifi and thick duvets that people want. it is great customer service from staff too.”
choice’s Garvan adds, “The fact that
breakfast is available at every hotel is important. We could have done a bare bones product but in order to keep it of interest to the corporate client we need to offer this stuff.” Some groups, though, are sticking to a
pared-back business model. easyGroup’s Shackleton says, “We use the model of the low-cost airline so things like wifi access, TV and housekeeping services are extra, allowing the business traveller to keep the cost right down. “There is no catering but the hotels are within five minutes’ walk from restaurants. if you just want to go somewhere to crash, that’s perfect. you can check in, freshen up and go out to your meeting. That means we
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78 THE BUSINESS TRAVEL MAGAZINE
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