The hotel chain Premier Inn (part of the Whitbread group) has recently published a paper advertising where they ask the question about what's "Best" in Best Western. The goal is probably to drive away Best Western customers to try Premier Inn product.
In European advertising, this is very rare that companies criticize other companies publicly. I know it's common case in the US.
So why would Premier Inn do that? Isn't it arrogant or being smart?
Personally, I don't see the product similarity between Best Western and Premier Inn. They are not competing on the same ground. For instance, the brand recognition of Best Western is global, Premier Inn is essentially local in the UK and IE. Also one product is standard in all their hotels for Premier Inn and Best Western works with franchisees meaning all hotels are different (with 3 sub standards).
I know a room is a room is a room. But let's not discuss about the commodity of the hotel industry...
I like the campaign, its not "dirty" but just point that premier inn match best western
Posted by: Hotel Haraldskær | Tuesday, May 19, 2009 at 09:11 AM
PI should be lauded for having the guts to punch above their weight targetting SME travel. A well-compiled campaign.
Posted by: Duncan | Tuesday, May 19, 2009 at 01:22 PM
Actually targeting a specific company like this isn't that common in the US. I haven't seen an ad like this for a long time.
A benefits comparison is a decent concept, but doesn't this ad lack substance? Maybe it's just me, but saying you offer breakfast, wifi & comfy beds doesn't sound like a compelling competitive advantage.
Posted by: Josiah from HotelMarketingStrategies.com | Tuesday, May 19, 2009 at 01:47 PM
@Hotel Haraldkaer, agree with you
@Duncan, what makes you think this ad is targeted at SME Travel?
@Josiah, you will be surprised to see in the UK that not a majority of hotels offer all 3 together? (especially the free wifi)
Posted by: Guillaume | Thursday, May 21, 2009 at 07:07 AM
I don't see the relevance of this advert?
How can you possibly compare the 2 brands?
There are lots of Bests that i could list over PI!
Good try, but a waste i think!
Posted by: Stuart | Thursday, May 21, 2009 at 10:58 AM
@Stuart, it looks like you didn't have a good experience with PI.
Posted by: Guillaume | Thursday, May 21, 2009 at 10:36 PM
Not at all!
I just don't think that you are comparing like for like! Therefore i think it is pointless
I can stay in a 3 star 75% AA Best Western for £50 and i get full cooked breakfast, room service, porterage, use of liesure facilities, free Wi Fi, comfy bed, recently refurbished etc etc..
Perhaps PI should compare themselves to Travelodge?
Posted by: Stuart | Friday, May 22, 2009 at 01:43 PM