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Premier Inn goes digital

Do not disturb

Premier Inn goes digital

The Premier Inn chain has introduced high-tech hotels that will allow users to control the details of their stay through a new app, with the first of this type opening next month in London’s Covent Garden.

The app, which is at the centre of the chain’s idea, has been made available to download this week. It will allow customers to control many aspects of their stay right from the initial booking of a room and check-in, thus limiting contact with the hotel staff. Once they have gone through this process, they will also be able to make adaptions to the room through the app; it can control the temperature, lights and television. They can even order breakfast from the service.

As well as being a useful tool for controlling their hotel experience, it can also provide customers with a guide to the area, giving information such as a list of dining options that are in close proximity to the hotel.

Research has been conducted into customer preferences, and a ‘Hotel of the Future’ survey identified that mobile devices and apps are becoming an important part of the holiday-planning process. It also showed that 42% of UK guests would rather operate their room controls from a single display instead of a batch of remotes and switches.

This new digital service may be part of the Premier Inn’s reputation management strategy and could attract a new customer base. Eleven of these high-tech hotels are scheduled to be opened in the next three years. Nine of these will be in London, in locations including Shoreditch, Tottenham and Westminster. The other two will be located in Edinburgh.

Alan Littler

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