UK budget brand Premier Inn unveiled in Singapore

PREMIER Inn, the UK’s largest budget hotel chain with over 670 properties globally, is making its Singapore debut with Premier Inn Singapore Beach Road, expected to open in mid-2016.

Located within walking distance to the cultural districts of Haji Lane and Arab Street, and the Marina Bay Sands business district, the 300-room Premier Inn Singapore Beach Road will have 300 rooms starting from 18m2.

It will feature amenities like a swimming pool, gym, and meeting room facilities.

Erik van Keulen, senior vice president for development, Asia-Pacific, said: “We want our hotels (in South-east Asia) to be looked upon as three-star properties rather than fully budget ones like our UK properties – which mostly have no additional amenities apart from rooms.”

Keulen said Premier Inn is courting “a good mix” of business and leisure travellers, and expects the initial bulk of traffic to come from the UK and Middle East as these markets are more familiar with the Premier Inn brand.

He said: “Our gameplan now is to establish ourselves well across the South-east Asia market because it is still relatively new.

“Singapore is a vital part in our international expansion strategy because it is an integral part of South-east Asia, and this will support our growth in the region,” he added.

In 2012, Premier Inn launched its inaugural Asia-Pacific hub in Singapore in its bid to expand its regional presence.

The expansion plan will see the group boasting 10,000 new rooms by 2018 in Singapore, India, Indonesia, Thailand, and the Middle East across key cities including Bali, Bogor, Jakarta, Makassar, Surabaya, Jogjakarta, Bangkok, Chennai, Goa, Mumbai, Dubai, Sharja, Muscat, Doha, and Jeddah.

“Opening new hotels in these three key regions is now part of our long-term strategy to further enhance and develop the Premier Inn brand globally and we are confident it will be well received in these markets by value-conscious travellers,” Keulen added.

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