PREM Group is giving its growing serviced apartment collection a brand refresh with the launch of PREMIER SUITES and PREMIER SUITES PLUS. One of Europe’s leading hotel management companies, it is also expanding its collection to Scotland for the first time with the opening of PREMIER SUITES PLUS Glasgow. This brings the total number of locations to 13¹. Further developments are planned for the UK, as well as Amsterdam, Brussels, Copenhagen and Rotterdam over the next 18 months.
With locations in Dublin, Brussels and seven cities across the UK, PREMIER SUITES offer extended stay guests a spacious alternative to a traditional hotel room. Guests of PREMIER SUITES PLUS properties, meanwhile, will enjoy all the features of PREMIER SUITES together with additional extra services and facilities including a concierge service, all within a stylish and luxurious setting. There are four PREMIER SUITES PLUS properties currently – at Bristol Cabot Circus and Glasgow as well as two locations in Dublin.
Introducing the new brand, Jim Murphy, Chief Executive Officer, PREM Group said: “The growing popularity of the serviced apartment / apart-hotel sector in Ireland and the UK shows that business travellers are opting in increasing numbers for a more flexible alternative to traditional hotel accommodation. PREMIER SUITES and PREMIER SUITES PLUS offer a “home away from home” experience to extended stay and independent-minded business and leisure guests with a choice of accommodation offerings and facilities in popular locations.”
PREM Group is launching its new brand and expanding its collection as the serviced apartment / apart-hotel sector is tipped to become the fastest growing segment of the UK hospitality market. Currently the sector accounts for just over 3% of the total hospitality accommodation supply in the UK. It is expected to grow by an average of 8.4% annually to 2017 with Scotland and the Midlands identified as growth ‘hot spots’².
Jim Murphy adds: “We are aiming to have 20 properties under the PREMIER SUITES brand by the end of 2017 and are looking at a pipeline of locations in major cities across Europe.”
PREM Group’s current accommodation portfolio spans Ireland, Belgium, France, Germany, Netherlands and the UK, with more than 3,500 guest rooms and 1,500 employees. It owns, manages or leases 43 hotels and serviced apartments including city-centre budget hotels, 4 star business hotels and luxurious resort properties. The highly diversified company also includes Trinity Hospitality Services, a provider of bespoke centralised purchasing, sales, marketing, IT services to over 500 hotel clients across Europe.
