Premier Inn Reduces No Show Rates and Increases Restaurant Bookings with Rapide Communication | MMA Global

Premier Inn Reduces No Show Rates and Increases Restaurant Bookings with Rapide Communication

May 11, 2009
Submitted by Rapide Communication

Premier Inn reduces no show rates and increases restaurant bookings with Rapide Communication

7 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.
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*Whitbread owns Premier Inn hotels.

About Rapide Communication

Rapide Communication is a software company providing innovative ways to use mobile phones to communicate. Nigel Shanahan, Managing Director, formed the company in 2000 and since then its client list has grown into a Who's Who of top British companies.

Rapide Communication has a list of over 400 clients - including over a third of the FTSE 500.

Rapide sends and receives messages to help businesses sell more, inform fast and engage everyone. Our solutions are used right across entire organisations to communicate with customers and staff– from marketing, operations and finance right through to customer services and internal communications.
Telephone: + 44 (0) 2476 011 911

About Premier Inn

Premier Inn, is the UK's largest and fastest-growing hotel brand with 566 budget hotels and more than 38,000 rooms across the UK. Premier Inn bedrooms are 22m² and feature en-suite bathroom, TV, and internet access for business guests. Premier Inn offers customers a ‘Good Night Guarantee' of a good quality room, comfortable surroundings and friendly service, which is unique amongst Britain's leading hotel chains.
Premier Inn was the first Britain-wide hotel group to sign up with national tourist board VisitBritain; this means Premier Inn is now part of a new quality assessment scheme, specially created for budget accommodation.
A joint venture with Emirates has seen the Premier Inn brand develop in the Gulf region, with its first budget hotel in Dubai in Spring 2008. Premier Inn also has a joint venture with Emar-MGF to roll out 80 budget hotels in India by 2017. On a domestic front, Premier Inn is set to be the largest provider of budget hotels in London by the time of the 2012 Olympics.
For more information or to book a room at Premier Inn please visit

For more information please contact:

Yiannis Maos - Marketing Media Executive - Rapide Communication

[email protected]

02476 011 914