Travelodge is challenging whether its Whitbread-owned rival is offering sufficient rooms at £29, as Premier Inn’s marketing suggests, and whether the chain is transparent enough on its website. Premier Inn uses actor Lenny Henry in its marketing communications.
A spokesman says that the Premier Inn process to unearth a £29 room on the website is “misleading and confusing.”
A Premier Inn spokesman says: “The UK’s biggest hotel chain Premier Inn is confident that it is geared up to offer guests outstanding value. The Premier Inn website homepage has a distinctive banner which clearly indicates where customers should book value offers and Premier Inn’s busy call centre has taken hundreds of thousands of bookings for the £29 Premier Offer.”
Travelodge is currently reviewing its marketing agency requirements.