Choice launches price war against budget brands
Choice Hotels has hit out at the growing number of budget ‘lodge’ properties and claims that it will match their prices by offering a full service from £21 per night at its 100 UK hotels.
The company said it would offer facilities including access to free leisure clubs, on-site bars and restaurants and a 24-hour reception at similar rates to room-only operators.
Choice Hotels Europe chief operating officer Michael Prager criticised budget brands for bringing down the standards of UK hotels.
“We are hoteliers, not lodge operators, and as such our ethos is ‘what can we do for the price we charge?’ rather than ‘how much can we charge for what we do? mentality,” he said.
“Budget brands have been telling customers that ‘less is best’ for too long now and that is unfortunately what they have come to expect. We want to stand up and be recognised as an hotelier that readdresses this balance and asks customers to think about the true value of a hotel stay, as opposed to a room in a block.
“Of course, not every room will be available for £21 but there will always be a genuine share of rooms available at the lowest rate, and lots more at £29, to those who book early and well in advance.”
Jeremy Skidmore
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