Latest news with #PremierInnMiddleEast
Trade Arabia
29-04-2025
- Business
- Trade Arabia
Premier Inn, The Digital Hotelier partner for sustainability
Premier Inn Middle East and The Digital Hotelier have signed a strategic digital partnership to promote environmentally responsible innovation in the hospitality industry. The partnership, announced during Arabian Travel Market 2025 in Dubai, aims to digitise key guest services and back-end operations, reduce paper use, and enhance resource efficiency across its hotels in the Middle East. Premier Inn becomes the first hotel group in the region to implement several of The Digital Hotelier's sustainability-focused digital features, including a real-time environmental impact dashboard. This tool enables hotels to track key sustainability metrics such as tree savings, CO2 emissions avoided, water and energy conservation, and overall waste reduction. This data-driven decision enables hotel teams to enhance operational efficiency and significantly reduce their environmental footprint. Simon Leigh, Managing Director Premier Inn Middle East, said: 'We are excited to partner with The Digital Hotelier in a collaboration that truly reflects Premier Inn's ongoing commitment to being a Force For Good - making a positive, lasting impact on our planet, people, and communities. Together, we are driving sustainability while creating a seamless digital experience for our guests. As a key player in the UAE's mid-market hotel sector, we are proud to contribute to the sustainable growth of the country's tourism industry.'
Zawya
29-04-2025
- Business
- Zawya
Premier Inn and The Digital Hotelier sign strategic sustainability-focused digital partnership across the GCC
Dubai: In alignment with the UAE Green Agenda 2030 and shared sustainability goals, Premier Inn Middle East and The Digital Hotelier have signed a strategic digital partnership across the GCC. The agreement, announced during Arabian Travel Market (ATM) 2025 in Dubai, marks a major step forward in promoting environmentally responsible innovation in the hospitality industry. This partnership supports Premier Inn Middle East - a joint venture between the Emirates Group and Whitbread, known for its high-quality, high-value accommodation - in its commitment to sustainability, innovation, and operational excellence. By joining forces with The Digital Hotelier - one of the region's leading pioneers in guest experience and hospitality technology - Premier Inn aims to digitise key guest services and back-end operations, reduce paper use, and enhance resource efficiency across its hotels in the Middle East. As part of the agreement, Premier Inn becomes the first hotel group in the region to implement several of The Digital Hotelier's sustainability-focused digital features, including a real-time environmental impact dashboard. This tool enables hotels to track key sustainability metrics such as the number of trees saved by reducing paper use, estimated CO2 emissions avoided, water and energy conservation from digital operations, and overall waste reduction. These insights empower hotel teams to make data-driven decisions that enhance operational efficiency while significantly reducing their environmental footprint. Simon Leigh, Managing Director Premier Inn Middle East, said: 'We are excited to partner with The Digital Hotelier in a collaboration that truly reflects Premier Inn's ongoing commitment to being a Force For Good - making a positive, lasting impact on our planet, people, and communities. Together, we are driving sustainability while creating a seamless digital experience for our guests. As a key player in the UAE's mid-market hotel sector, we are proud to contribute to the sustainable growth of the country's tourism industry.' Qutaiba Alali, Founder & CEO of The Digital Hotelier, added: 'We are proud to partner with an internationally respected brand like Premier Inn to support their digital transformation journey across the region. This collaboration is particularly meaningful to us given Premier Inn's global influence in the hospitality industry and their strong commitment to sustainability. Together, we are creating a smarter, greener, and more guest-centric future - one where technology enhances operational efficiency while reducing environmental impact.' This partnership not only reflects both companies' commitment to shaping the future of hospitality but also reinforces their alignment with the UAE's national and regional efforts to build a smarter, more sustainable tourism ecosystem. Media contacts: Premier Inn Middle East Sabrina Schouw The Digital Hotelier Jessica Oska About Premier Inn Middle East Premier Inn Middle East is owned by the Emirates Group and leading UK hospitality company, Whitbread, and has 11 hotels across the Middle East. The brand was established in the region with the opening of Premier Inn Dubai Investments Park in 2008, and now operates seven hotels in Dubai, two in Abu Dhabi and two in Doha, with more locations in the pipeline. Premier Inn's vision is to ensure that every guest enjoys a warm welcome from our friendly team members, flexible rates, tasty food and a great night's sleep. The hotel group has more than 800 hotels in the UK, Ireland and Germany, and has been named the UK's Best Budget Hotel Brand at the Business Traveller Awards 2024. Book direct at call +971 600 500 503, or follow @premierinngulf on social media. About The Digital Hotelier The Digital Hotelier is a leading SaaS platform transforming the hospitality industry by digitising both guest experiences and hotel operations. Currently active in seven countries. TDH empowers hotels, hotel apartments, and holiday homes to offer seamless digital services—from in-room dining and housekeeping to spa bookings and concierge requests. On the operations side, TDH streamlines internal workflows across departments such as housekeeping, maintenance, and guest services, enabling teams to respond faster, improve task management, and reduce operational inefficiencies. With built-in sustainability features and integrations with major PMS and POS systems, The Digital Hotelier helps properties reduce environmental impact, increase revenue, and deliver consistent, high-quality service.
Trade Arabia
08-04-2025
- Business
- Trade Arabia
Premier Inn launches book direct campaign
Premier Inn Middle East, a joint venture between Emirates Group and Whitbread, has launched its new Book Direct campaign. This initiative is set to accelerate Premier Inn's online performance, boost direct bookings, and provide guests with value across its hotels in the UAE and Qatar. With ambitious plans for regional growth, Premier Inn is focused is on increasing direct bookings from both GCC residents and international travellers seeking high-quality, high-value accommodation. By strengthening its digital presence and adopting the UK's successful Book Direct strategy, the brand aims to increase customer engagement and brand awareness across the Middle East. Guests who book directly through Premier Inn will receive the same attractive rates available on all third-party websites, plus a host of exclusive benefits from the brand and its partners. Benefits include free early check-in from 11.00am and late check-out until 3.00pm, 25 per cent off on in-house restaurants and bars including Mr Toad's Pub & Kitchen, Nuevo, Omnia and Lounge One, 30 per cent off on sights and attractions with Arabian Adventures and 30 per cent off on taxi rides with Zed. Simon Leigh, Managing Director of Premier Inn Middle East, said: 'As we enter the next phase of our growth, we are focused on enhancing our digital performance and driving a strong direct booking strategy. By converting demand into direct reservations, we not only create a seamless experience for our guests but also strengthen customer relationships, build loyalty, and drive long-term profitability.'
Khaleej Times
22-03-2025
- Business
- Khaleej Times
Dh18,599 for a mattress? Why Dubai is investing in luxe sleep tech
Dubai's ultra-wealthy are finding new ways to flex their financial muscles: by investing in the perfect night's sleep. Welcome to the world of elite sleep optimisation, where AI-powered mattresses costing upwards of Dh18,000 are the new status symbols, and 'sleep suites' are becoming essential pillars in luxury homes. Experts at Eight Sleep, a US company that develops high-end luxury products for 'sleep fitness' and entered the UAE market four months ago, have seen unprecedented demand from clientele looking to get their optimal 40 winks. 'Since launching in the UAE in November 2024, Eight Sleep has seen incredible interest in the brand and experienced unprecedented sales for a new market,' says Alexandra Zatarain, co-founder and vice president of brand and marketing at Eight Sleep. 'Within the first three months, sales in the UAE were five times higher than the average launch period sales in other markets. This strong performance underscores the region's appetite for innovative sleep solutions.' This isn't just another case of Dubai's famous appetite for luxury. In a region where 'sleep deficit' sounds like a financial term but actually describes a growing health crisis, the numbers – according to a survey conducted by Premier Inn Middle East in collaboration with Silentnight Arabia – tell a sobering story. Results show 40 per cent of UAE residents report they don't get enough rest, with factors like irregular schedules (32 per cent), stress (48 per cent), and temperature fluctuations (36 per cent) contributing to a nation of tossers and turners. 'The UAE is an especially receptive market to premium sleep technology likely because getting quality sleep remains a challenge for many residents,' said Zatarain. 'In a region known for its dynamic lifestyle, late-night culture, and extreme weather, optimising sleep is not just a luxury — it's a necessity.' The new status symbol: smart beds Enter the Eight Sleep Pod 4 Ultra, the Rolls-Royce of mattress covers, if you will, priced at a cool Dh18,599 — a sophisticated piece of sleep tech that would make NASA engineers jealous. 'The Pod doesn't just track your sleep; it actively adjusts to your body's needs in real-time to help you maximise it,' Zatarain explains. The system works as 'tiny embedded tubes cycle water through the cover, using real-time data from the imperceptible sensors to automatically adjust the temperature of each side of the bed for personalised climate control.' For those keeping score at home, that's right – your bed is now smarter than your first smartphone. The ultimate sleep suite But why stop at a smart mattress when you can have an entire room dedicated to optimising your slumber? Dubai's elite are now creating dedicated 'sleep suites' that combine cutting-edge technology with luxury design. 'To meet demand, we've begun collaborating with top interior design firms and are actively exploring conversations with property developers and architects to seamlessly integrate Eight Sleep's technology into luxury homes from the ground up,' said Zatarain. Think of it as a Bloomberg terminal for your bedroom, only instead of tracking stocks, it's monitoring your REM cycles. The premium Eight Sleep ecosystem includes what Zatarain describes as a veritable command centre for rest, which includes a Pod Cover with medical-grade sensors (because counting sheep is so last century), The Hub, their 'supercomputer' that processes real-time data, Autopilot, an AI system that personalises your sleep experience, and The Base, which automatically detects snoring and adjusts your bed's elevation (possibly saving more marriages than couples therapy). The science of luxury sleep Autopilot continuously analyses data coming from the Pod's sensors, including biometric data which tracks heart rate, respiration, snoring, sleep time, sleep stages, and more – and environmental data which monitors room temperature to optimise your sleep conditions. Each morning, users (no wearables required) receive a personalised sleep report that would make a Fortune 500 quarterly earnings statement look simple in comparison. 'Sleep isn't one-size-fits-all,' said Zatarain, 'but for all, it is the foundation of a balanced and healthy life. That's why Eight Sleep is on a mission to transform how we view sleep — making it an active part of wellness, not just a passive activity.' Luxury is increasingly being seen as a movement towards living a better quality of life — a mindset high-net-worth performance-driven individuals embody. Sleep is the foundation of wellbeing, and people here recognise that without it, no diet, training regimen, or biohacking intervention will succeed" Andy Mant, Ceo, Bon Charge 'The Pod doesn't just track your sleep; it actively adjusts to your body's needs in real-time to help you maximise it.' Adding to this high-tech sleep revolution, sleep wellness company BON CHARGE has introduced its own suite of sleep solutions. Their Global Red Light Therapy Report revealed that 67 per cent of UAE respondents struggle with sleep – a statistic that's keeping the company's CEO, Andy Mant, very busy indeed. 'The UAE values human potential, with wellness at its core,' Mant explains. 'Luxury is increasingly being seen as a movement towards living a better quality of life — a mindset high-net-worth performance-driven individuals embody.' The company's popular products include red light therapy blankets (think: tanning bed meets comforter), blue light blocking bulbs (for those who want their bedroom to feel like a trendy place), and blue light blocking glasses (because scrolling through Instagram at 3 am should at least be done responsibly). The future of elite sleep The industry shows no signs of slowing down. 'We anticipate this region becoming our second-largest market, after the US, within a few years,' Zatarain projects. Eight Sleep is already planning an expansion into Saudi Arabia, 'where thousands of people have already joined our waiting list.' In the world of luxury sleep technology, Dubai is proving once again that if you can dream it, you can build it – and then add AI to it. 'In the UAE, luxury is evolving into something deeply personal,' said Zatarain, adding how high-net-worth individuals are prioritising personalisation in their pursuit of perfect rest. 'This growing trend signals a shift towards luxury being defined by high-impact, tailored experiences that enhance every aspect of life. Since sleep is the cornerstone of health and performance, investing in sleep technology has become a natural first step in this pursuit of optimising overall quality of life and supporting peak potential.' It's a market where the phrase 'sleep on it' has taken on new meaning – especially when 'it' refers to a five-figure investment in sleep technology. As Mant adds, 'Sleep is the foundation of wellbeing, and people here recognise that without it, no diet, training regimen, or biohacking intervention will succeed.' In a city that never sleeps (but really should), the ultimate luxury has become, ironically, the ability to get a good night's rest. As Dubai's elite continue to pour money into their sleep optimisation, one thing becomes clear: in the race for status symbols, counting sheep has given way to counting sensors, and the price of dreams has never been higher. Sweet dreams, Dubai – they certainly cost enough.
Tourism Breaking News
13-03-2025
- Business
- Tourism Breaking News
Dubai Department of Economy and Tourism Signs Strategic MoU with Premier Inn to Further Diversify Dubai's Destination Offering
Post Views: 111 The Dubai Department of Economy and Tourism (DET) has signed a strategic Memorandum of Understanding (MoU) with Premier Inn Middle East to further diversify the city's tourism offering and enhance the overall visitor experience. A joint venture in the Middle East between Emirates and Whitbread PLC, Premier Inn is known for its high-quality, high value service and accommodations, and shares DET's vision to cater to the needs and preferences of all international travellers. DET and Premier Inn will work together to boost tourism growth, enhance hospitality training, and develop unique travel experiences, underlining DET's commitment to drive industry momentum through stakeholder collaborations. Aligned with the ambitious goals of the Dubai Economic Agenda, D33, to further consolidate Dubai's position as a leading global city for business and leisure, the agreement establishes a framework for DET and Premier Inn to showcase Dubai's diverse destination proposition to global audiences. One of the key focuses of the MoU is joint marketing campaigns. Through targeted advertising, participation in trade fairs and exhibitions, and dynamic social media strategies, Premier Inn will actively promote Dubai as a must-visit travel destination. These efforts will target both B2C and B2B markets, ensuring maximum reach and impact. In addition to marketing, the two organisations will work together to develop unique tourism products that highlight Dubai's cultural heritage, seasonal attractions, and other distinctive features. These offerings will be incorporated into tailored packages aimed at specific markets, providing travellers with memorable and personalised experiences. His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: 'Guided by the city's visionary leadership, this strategic alliance with Premier Inn supports our broader efforts to meet the diverse needs of today's global travellers. As we work in close collaboration with our stakeholders to drive Dubai's tourism growth, partnerships will play a crucial role in expanding our offerings while guaranteeing accessibility across all segments. Supporting the objectives of the D33 Agenda, this agreement underscores our ongoing commitment to delivering a dynamic, inclusive destination experience that caters to all budgets and preferences, ensuring that Dubai remains at the forefront of the world's widely recommended travel destinations.' To ensure exceptional service standards across its portfolio, Premier Inn's team members will have access to specialised training programmes and courses offered by DET's Dubai College of Tourism. Underlining the partners' shared commitment to excellence in hospitality, these include workshops, certification courses, and expert-led sessions focused on customer service, cultural awareness, destination knowledge, and revenue management. Simon Leigh, Managing Director, Premier Inn Middle East, said: 'This strategic collaboration with the Dubai Department of Economy and Tourism marks a significant milestone in promoting mid-market hotels in Dubai. With our high-quality, high-value offerings for all travellers, we are proud to support the continued growth of the city's tourism sector. The partnership reinforces our commitment to strengthening Dubai's position as a leading global destination, and we look forward to participating in DET's training and marketing programmes to drive our shared vision for the future of hospitality in Dubai.' Premier Inn operates 11 hotels in the Middle East, with seven located in Dubai, including its newest property, Dubai Barsha Heights, and its largest, Dubai Ibn Battuta Mall. The group continues to explore opportunities for expansion in both new and existing markets. Through innovative ventures, a steadfast commitment to excellence, and strategic alliances such as the one between DET and Premier Inn, Dubai continues to attract millions of visitors, bolstering the emirate's dynamic economy. Dubai welcomed 18.72 million international overnight visitors from January to December 2024, a 9% YoY increase that surpassed the previous record of 17.15 million in 2023, marking back-to-back record-breaking years for the city. Last year, Dubai's hotel sector also continued to perform well across all hospitality metrics. Average occupancy stood at an impressive 78.2%, with Dubai's hotel inventory consisting of 154,016 total available rooms across 832 establishments at the end of December 2024, compared to 150,291 rooms at 821 establishments in 2023.
