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...
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