DUBAI: Premier Inn Middle East, a joint venture between Emirates Group and Whitbread, has launched its new Book Direct campaign, marking a significant milestone in the brand’s digital evolution.
This initiative aims to accelerate Premier Inn’s online performance, boost direct bookings, and provide guests with exceptional value across its hotels in the UAE and Qatar.
With an ambitious plan for regional growth, the hotel chain is set to capture the attention of both GCC residents and international travellers seeking high-quality accommodation at competitive prices.
The Book Direct campaign follows the successful UK strategy of the same name, designed to enhance customer engagement and brand awareness across the Middle East. By reinforcing its digital presence, Premier Inn seeks to create a seamless experience for guests and encourage repeat visits, all while maintaining affordability. This initiative is a response to the growing demand for direct booking options and the increasing expectations of today’s travellers.
Exclusive guest benefits
Guests who choose to book directly through Premier Inn will enjoy the same attractive rates available on third-party websites, along with a range of exclusive benefits. These perks include free early check-in from 11.00AM, late check-out until 3.00PM, and generous discounts on in-house dining and attractions. Specifically, guests can savour a 25 percent discount at popular venues such as Mr Toad's Pub & Kitchen, Nuevo, Omnia, and Lounge One. Moreover, they can avail themselves of a 30 per cent discount on sights and attractions with Arabian Adventures, as well as on taxi rides with Zed.
Simon Leigh, Managing Director of Premier Inn Middle East, stated, “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.” His emphasis on direct engagement highlights the brand’s commitment to providing added value to guests while ensuring they feel appreciated and valued.
Strategic expansion plans
Currently, Premier Inn operates 11 hotels across the Middle East, with seven in Dubai, two in Abu Dhabi, and two in Doha. The company has laid out plans for further regional expansion, aiming to open additional locations to cater to the growing demand for quality and affordable accommodation. The opening of Premier Inn Dubai Investment Park in 2008 marked the brand’s entry into the region, and since then, it has steadily grown to become a well-recognised name in the hospitality sector.
As the brand continues to evolve, Premier Inn’s vision remains clear: to provide guests with a warm welcome, flexible rates, delectable food, and a restful night’s sleep. With over 800 hotels in the UK, Ireland, and Germany, the company has been acknowledged as the UK’s Best Budget Hotel Brand at the Business Traveller Awards 2024. Guests are encouraged to book directly at premierinn.ae or call +971 600 500 503 to take advantage of exclusive offers.