Budget hotel chain Premier Inn has introduced a new programme for its corporate customers, Premier Business.

Launched at the Business Travel and Meetings Show in Earl’s Court, Premier Business is effectively a grouping together of the services the hotel group already offers to corporates, including business accounts and management information.

Speaking at the show, director of sales John Kerslake said Premier Inn was hoping to create “more of an identity” for business travel buyers and managers who wanted to book direct with them rather than through an agency.

“We will do anything to make sure we retain the direct customer connection,” he said, but added Premier Inn was also “strengthening” agent relationships.

Kerslake admitted Premier Inn does negotiate agreed rates with a “limited” number of clients, but that the launch of Premier Business was “more about adding value than talking price”.

Premier Inn has also recently launched an app for iPhone, Android and Blackberry users, and is developing a new set of booking tools.


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