The launch of this no-frills concept with pod-style rooms is another example of how established brands have to re-invent themselves to continue to grow and adapt to changing consumer habits and demands.
Capsule or pod hotels offer an affordable alternative to cost conscious guests.
One will need to wait and watch to see what other chains will do to compete - watch this room (!)....
Premier Inn is Britain’s biggest budget-hotel chain. Whitbread’s chief executive, Alison Brittain, said the spin-off would cater for the “ultra-price-sensitive customer looking to zip in and out”.