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
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Airlines suspend Madagascar services following unrest and army revolt
Airbnb eyes a loyalty program but details remain under wraps
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026