Whitbread, the UK’s largest hospitality
group, has launched ZIP by Premier Inn, a new no-frills hotel
The first ZIP by Premier Inn hotel will open with 138
rooms in the Roath district of Cardiff, Wales in early 2019.
The launches comes after Whitbread
conducted research that revealed guests were willing to
forego traditional expectations – such as large rooms and
super-central locations - in favour of a lower price.
Premier Inn hotels will be located on the outskirts of major towns
and cities and will feature small, modern rooms with prices from
The rooms are
billed as ‘basics done brilliantly’ and are around less than half
the size of a standard Premier Inn room, at just 8.5 square
metres. The rooms are compact, however, the clever design by
PriestmanGoode – the design consultancy behind First Class Cabins
for airlines including Air France, Lufthansa and SWISS – means
that the space has been packed with useful features such as
lightboxes, flexible bed formats & en-suite shower rooms.
ZIP’s smaller room format will
give Whitbread access to a broader range of buildings in towns and
cities across the UK and provide a refreshing new accommodation
Whitbread has secured a
second site, set to open in Southampton with 140 rooms, and is
actively seeking further acquisitions in out-of-centre town and
city locations that suit the smaller room format.
Brittain, CEO, Whitbread PLC said, “Our strategy is to grow and
innovate our core UK business and ZIP is a great example of how we
are doing that. We have invested in the Premier Inn brand over
many years to become the UK’s most-loved hotel company with 800
hotels in the UK, and we believe there is a niche in an
under-served market for ZIP. It offers us an exciting new platform
for growth and will give us access to a broader customer base,
attracting those guests who are on a particularly tight budget but
still expect and deserve the basics done brilliantly. ZIP fits
perfectly into Whitbread’s existing portfolio of Premier Inn and
hub hotels, enabling us to attract guests with a wide range of
needs - from longer staycations at Premier Inn, to those seeking a
design-led experience in the heart of the city at hub by Premier
Inn, and now ZIP by Premier Inn, catering to short-stay value-conscious guests who are looking to zip in and zip out!”
All standard ZIP rooms include:
- Twin single
beds with Hypnos mattresses which can be pushed together to create
a double bed;
- Private bathroom with power shower;
- Premier Inn
- 24-inch television; and
- Air conditioning.
guests also benefit from:
- On-site team 24/7;
- A large
communal area which serves breakfasts that can be eaten in the shared area or
as a take away to eat on the go. This space transforms into a bar
in the evenings, serving a range of alcoholic and soft drinks; and
- An ironing room on every floor.
Optional paid-for extras include:
- Hot or cold breakfast for
£3.95 per person;
- Rooms are cleaned between guests’ stays. For
guests’ staying for more than one night the room is not cleaned
daily, but additional room cleaning can be purchased for £5 per
- Fast WiFi at £5 for 24 hours.
Premier Inn Managing Director Simon Jones,
said, “We are
delighted to be opening our ZIP by Premier Inn in Cardiff and the
team are hugely excited about welcoming our very first customers.
In developing the concept, we have undertaken considerable
research, including having had six ZIP rooms on sale to customers
for many months. It’s clear through the research that people want
the basics done brilliantly, such as a comfy bed and a power
shower but they are happy to compromise on location or some extras
if they are paying a fantastic price for their room. We will
continue to learn from our customers as they experience the
product and will evolve and innovate the concept as we open more
The new brand was developed in partnership with
global brand consultancy, Wolff Olins, while design consultancy
JCS Design developed the interior spaces.
ZIP by Premier Inn.