Whitbread’s Premier Inn brand has replaced Hilton as the best known hotel brand in Britain, according to the most recent quarterly update on the British Hotel Survey published by research specialists BDRC Continental.
The survey shows Premier Inn on 58 per cent unaided awareness among business travellers, ahead of Hilton for the first time in this market segment, albeit by just one per cent. Hilton had been the number one for top of mind awareness in the business market since 1996, when it eclipsed Forte.
Among leisure travellers, Premier Inn reached the top spot for unaided hotel brand awareness for the first time in the comparable quarter in 2012 and has stretched its lead in this segment in the most recent report with a score of 66 per cent, six points ahead of its nearest rival Travelodge. Hilton sits in third place.
For actual brand usage Premier Inn and Travelodge are now the top two players in both the business and leisure travel segments, according to the survey.
“While it has taken some time for the sheer distribution of the leading budget hotel brands to be reflected in consumer perceptions, now that the Premier Inn and Travelodge are at the top of the poll they will take some shifting and the course of the market appears set for some time to come,” says Head of Hotel Brand Monitoring Services at BDRC Continental, Tim Sander.
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