PREM Group Launches New Hospitality Brand
International hospitality giant, PREM Group has launched a new business brand, PREM Hospitality. In a bid to gain better brand recognition with customers, guests and employees all properties will now be promoted under the PREM Hospitality Brand.
The new umbrella brand will bring many benefits for booking agents and guests offering an impressive website which showcases all 38 of its hotels and serviced apartment locations. The website will feature information about each property with a focus on the group’s regional spread of properties from boutique city centre hotels to sprawling countryside resorts. It has also produced a glossy directory which will be placed in each of its 2,990 bedrooms across the group.
CEO of PREM GROUP, Jim Murphy (pictured) said: “From the 1st of August 2019, every PREM Group operated property will fall under the PREM Hospitality brand and will display the PREM Hospitality plaque outside their door. Each property will be advertised and promoted on our new website www.prem-hospitality.com. Our sales teams will be showcasing our entire collection of properties rather than individual hotels which allows us to cross sell to our already engaged customers. Feedback from our client base has been very positive so far. They like that they now have one central place to find all the information they need about our locations and facilities.”
PREM Hospitality has partnered with Mobility Mojo who specialise in auditing and rating the accessibility of hotels and serviced apartments globally. When guests are booking online, they can find a link to the property’s accessibility rating which can range from bronze to platinum. This tool is proving very popular as accessibility is an issue for many people from parents travelling with infants in a pram to someone on crutches or using a walking stick. Not only do PREM Hospitality audit their properties for wheelchair accessibility, they also rate other areas including voice announcements in lifts, braille letters on buttons, subtitles on TVs and alarm cords in bedrooms for emergency assistance.
Since its inception in 1996, PREM Group has specialised in operating hotels on behalf of owners and investors and can make a very positive impact on business profitability within a few short months of being on site. The goal is to provide clients (hotel owners and hotel investors) with a consistently high return on investment over time. Hotel profitability is maximised by regularly assessing the hotel’s performance through the use of customised reporting tools and by benchmarking a hotel’s performance against comparator properties. In recent years, PREM Group has bought over some of the properties it was leasing or managing as well as purchasing several stand-alone properties which the company had no previous business interests in.
In the last 18 months the group has spent €17.8 million on a capital investment programme which has seen upgrades on four of its owned properties – Cahernane House Hotel Killarney; The Osprey Hotel, Naas; Tulfarris Hotel and Golf Resort, Blessington; and The Hoban in Kilkenny.
PREM Hospitality operates 38 properties across Europe including Ireland, England, Scotland, Belgium, and the Netherlands. Established in Dublin in 1996 it has grown into one of the leading hotel operators across its territories with a portfolio comprising of leased and managed assets including budget hotels, serviced apartments, city centre hotels, a golf resort and luxury country house retreats.
