Whitbread, the owner of Premier Inn, was yesterday preaching the benefits of playing the long-term game to win loyalty from customers instead of ramping up prices whenever possible. The hotel chain enjoyed booming sales over the summer, in part thanks to the Olympics, but said it kept prices in London capped.
Premier rooms sold for £199 during the Games, up to £100 less than it could have charged, the chief executive, Andy Harrison said. "We chose to protect the brand."Reuse content