One week, the leading UK hotel chain Premier Inn tells the world that they deliver a better product than Best Western.
The other week, their direct competitor Travelodge tells the same world that they are definitely cheaper than Premier Inn.
Note that they compare only hotels available in the central location of cities like Manchester or London.
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...
The two leading UK "low cost" hotel chains Travelodge and Premier Inn are competing more than ever in this recession market. Travelodge has recently promoted their brand in newspapers by telling people than Premier Inn is definitely more expensive than Travelodge. It reminds me of that story between EasyJet and RyanAir where RyanAir claims Easyjet wasn't low cost anymore.
Hotels.com has released its latest US TV commercial around the concept of the guest getting a prefered treatment in case he writes a review of his hotel stay...clever. I have also noticed the logo has changed and is very different from the European one.
Gone are the days where customers coming from OTAs were having not necessary a great room when checking at the hotel...because of the price they paid...
In the time where corporations try to minimize the cost of travel and save on hotel spendings, Premier Inn decides to reinforce their image of being a "low cost" hotel chain by investing in a £9M advertising campaign.
The advertisements will feature Lenny Henry, a famous British writer, comedian and actor.
With 500 hotels across Great Britain, Premier Inn features among the top hotel chains in the UK and has been persistent in their strategy to deliver a best for value product. I still haven't slept in one their properties yet. I might give it a try one day.
Spotted this ad from Campanile hotels in a newspaper in mid December last year. Easy message, promotion of the website, "From Price". In this simple add, you have everything you need to give it a try.
Whilst taking The Tube (London Underground) this morning, I have taken a quick picture of the new ad from HotelClub, the online booking agent specialist. I couldn't help noticing that the logo has changed a bit as well.
The new strapline is "We are very competitive in beds".
My feedback: it's clever, funny and a bit audacious. Maybe the TV ad will be more suggestive. I haven't seen any yet.
Technorati Tags: hotelclub, hotelclub.co.uk, advertising
In September, Malmaison opened its 11th hotel in Reading. This is the paper ad I have found. On another note the Malmaison Manchester has won Best Business Hotel of the Year 2007 at the Esquire Magazine Awards.
Recent Comments