Premier Inn dislodges Hilton as best known hotel brand in Britain.

By James Bland

Premier Inn may have gained the advantage in the relentless struggle with Hilton to be Britain’s best known hotel brand, inching ahead by one point and claiming this prestigious title which Hilton have held since 1996. BDRC’s British Hotel Guest Survey has reported that Whitbread’s Premier Inn brand has overtaken Hilton in unaided awareness amongst business travellers, and so ahead in this market segment.

Hilton eclipsed Forte for top of mind awareness in the business market in 1966 and has held the No. 1 spot ever since. Premier Inn already claimed the title of highest unaided hotel brand awareness amongst leisure travellers in 2012 and has continued to move ahead in this area: the study reported that it was 6 points ahead of its nearest rival, Travelodge. Now, however, it may have also become the champion of the business market.

Travelodge and Premier Inn are also in front for actual hotel brand usage for both business and leisure travellers. It seems these budget hotel brands have taken hold of consumer perceptions and grasped the direction of the market. Now they have reached the top, it may be difficult for Hilton to bring them back down again.

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