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Press Release


Premier Inn cuts no show rates

Premier Inn cuts no show rates

11 May 2009. Premier Inn, the largest and fastest expanding hotel chain in the UK, is deploying Rapide Communication’s enhanced text service to send guests booking confirmations, reduce no-show rates, increase dinner bookings, and provide maps and directions.

This enhanced service is an extension of the Booking Confirmation Service provided by Rapide Communication, which sends out reservation details to around 1 million customers per year.

Since Premier Inn launched the Booking Confirmation Service, 3% of the message recipients have used it to book meals, 13% of guests have requested and received maps and directions and the technology also helped Premier Inn to reduce their no-show rate by nearly 20%.

Premier Inn required a technology that provided a booking confirmation text message yet also added value to their guest’s experience with the hotel. Hotel guests now receive a text reservation reminder on the day of arrival which also offers directions to their hotel and an option to book dinner. Should a guest request directions, Rapide Communication send a text message straight to his or her mobile phone, this includes Sat-Nav co-ordinates.

If the directions are insufficient, a second text message provides a colour map of the hotel location. The enhanced automated text service also provides the guest with an opportunity to book dinner at the local Whitbread* restaurant by text.

Nigel Shanahan, Founder and Managing Director or Rapide Communication commented on the company’s work for Premier Inn: “We have worked with Premier Inn since 2006 and are delighted to be partnered with such a forward thinking organisation. The service we have provided them has been well received by their customers and makes their whole guest experience effortless and more enjoyable. Our service has also reduced no-show rates, especially for business customers who risked not turning up even though they had booked.

Siobhan Lawlor, Head of Hotel and Restaurant Systems for Premier Inn, said of the quick and efficient service, “Premier Inn prides itself on providing its customers with a great service and a wide choice”.

The integration of Rapide Communication’s solution into the website facilitates the immediate choice of email or SMS. Rapide Communication offers a sophisticated service for a range of staff and customer communications.

Its automated SMS, mobile internet and voice services allow companies to communicate effectively and quickly with a large number of people with either one message or a series of messages. The latest range of services also allow ‘conversations’ to take place, where message recipients communicate with the automated service to gain more information.

Rapide Communication’s technology automates processes such as bookings confirmations, reminder distribution, sign up, payment and feedback, therefore simplifying and improving communication while keeping the costs of mass communication under control.

- Ends -

For more information or to book a room at Premier Inn please visit For media enquiries, please contact: Ranbir Sahota Vitis PR 0121 242 8048

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