Search
The Caterer

Real Hotel Company launches budget brand

20 December 2007 by
Real Hotel Company launches budget brand

The Real Hotel Company has launched a new budget brand into the UK marketplace to compete with sector leaders Premier Inn and Travelodge.

Purple is being described by the company, previously Choice Hotels Europe, as "no frills chic".

The first hotel in the group to carry Purple branding has been launched in Braintree, Essex and a second is due to open at Glasgow Airport next month.

By the end of January another nine hotels currently operating under the Sleep Inn banner will have become Purples, giving Real nearly 1,000 bedrooms operating under the new concept.

Michael Prager, chief executive of Real, told Caterersearch he was confident Purple could succeed in a marketplace dominated by PI, Travelodge and Holiday Inn.

"Premier Inn and Travelodge have done a great job of making hotel rooms affordable to everyone. However we know feel that as the budget sector matures there is an opportunity to move away from purely price and add style comfort and fun to the equation."

In the regions room rate will be £55 to £85 and in London midweek customers can expect to pay £155 to £190.

Lobbies will be taken over by a coffee bar serving Lavazza coffee and cooked breakfasts will be provided in the room rate to start.

Real will also be ending its deal with Choice Hotels International to act as UK franchisor on 31 January 2008.

After the UK agreement ends, Real will continue to run 30 hotels under the Comfort, Quality and Clarion brands in the UK as a franchisee.

Real owns, leases or manages 65 hotels in the UK, France, Germany and Belgium.

Memorial prize set up for industry students >>

Boss of Real Hotel Group takes a swipe at rivals >>

UK budget hotel sector to double in size in two decades >>

CHE Hotel Group reports a loss in 2006 >>

By Chris Druce

The Caterer Blog](http://www.caterersearch.com/blogs/catering-news-blog/) Catch up with more news and gossip on the Caterer Blog here
[Newswire For the latest hospitality news, sign up for our e-mail news alerts.
TagsHotels
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.