Premier Inn optimises revenue with new IT

Hotel chain Premier Inn is using a revenue management system to improve visibility of occupancy levels throughout the year, and steer sales and marketing activities accordingly.

The system, provided by travel specialist Amadeus, will analyse bookings to produce forecasts of length and standard of stay based on historical reservations information.

The Premier Inn deal represents the largest implementation of Amadeus' revenue management system to date, with a roll-out across 556 hotels already underway.

Under the new system, Premier Inn expects to improve occupancy, book more guests over less popular nights and reduce marginal costs.

"We wanted a revenue management system that could cope with the unique requirements of our business," said Warren Mandelbaum, head of revenue management at Premier Inn parent company Whitbread Hotels & Restaurants.

"This new tool better positions us to fully optimise the value of our properties, while its statistical reports offer crucial business insights."