Amadeus has announced a new distribution deal with Premier Inn, the UK and Ireland’s biggest hotel chain, which will allow 580 of the chain’s properties to be booked through Amadeus. The deal enables Premier Inn to continue to expand its distribution beyond the UK and Irish domestic markets, and focus on key markets including France, Spain, Italy and Germany, Amadeus reports.
Premier Inn is placed to attract European vacationers looking for value as recent figures suggest visits to European destinations are expected to grow 2.4 percent in 2010 and then accelerate to 3.8 percent in 2011, Amadeus says.
The deal will also help Premier Inn to attract more business travelers to their properties, as rooms for the chain will now be accessible through over 103,000 points of sale worldwide. Premier Inn is set to be the largest provider of budget hotels in London by the 2012 Olympics.
The distribution deal has added over 42,000 rooms within the UK and Ireland to Amadeus. The budget rates offered by Premier Inn provide content for many Amadeus subscribers, as cost-conscious travelers, from both the leisure and corporate sectors, increasingly look for good value accommodation.
The implementation of Premier’s 580 properties on Amadeus begins mid-July and work will proceed in phases: prioritizing airport and major city hotels. The implementation will be complete by mid-August this year, when all Premier Inn content will be fully bookable.
Amadeus already provides Revenue Management Systems (RMS) to all Premier Inn properties in the UK: the new deal will expand the partnership to include distribution as well as IT.