The British group to diversify its supply by launching its third brand
After Premier Inn and Hub by Premier Inn, Whitbread announced the launch of its new brand: Zip by Premier Inn. Positioned in the budget segment, the rates per night are expected to start at £19, a price possible thanks to a room area (8.5 square metres) that is on average twice as small as that of a Premier Inn.
Each room can be configured as a single bed, 2 single beds separated or close together and will have a shower, toilet and TV. They were designed by an aircraft interior designer, Priestman Goode, who worked on the first-class cabins of Air France and Lufthansa.
The first property of the new brand is expected to open in 2019 in Cardiff and would have 138 keys.
“Our strategy is to grow and innovate our core UK business and ZIP is a great example of how we are doing that. […] we believe there is a niche in an under-served market for ZIP,” said Alison Brittain, CEO, Whitbread PLC.
This announcement follows the sale of Costa Coffee to Coca Cola for £3.9 billion and a certain impatience that would be felt by investors who would like to know quickly the next movements of the hotel group.
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