In a bold step toward a smarter and more sustainable hospitality future, Premier Inn Middle East has teamed up with The Digital Hotelier in a strategic partnership spanning the GCC region. Announced at Arabian Travel Market (ATM) 2025 in Dubai, this collaboration aligns with the UAE’s Green Agenda 2030 and signals a powerful commitment to eco-friendly innovation.
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Premier InnIn a bold step toward a smarter and more sustainable hospitality future, Premier Inn Middle East has teamed up with The Digital Hotelier in a strategic partnership spanning the GCC region. Announced at Arabian Travel Market (ATM) 2025 in Dubai, this collaboration aligns with the UAE’s Green Agenda 2030 and signals a powerful commitment to eco-friendly innovation.
Premier Inn Middle East—a joint venture between Emirates Group and UK hospitality giant Whitbread—is already known for delivering great value without compromising on quality. Now, it’s adding another layer to its brand promise: sustainability through digital transformation. By joining forces with The Digital Hotelier, a leader in hospitality tech and guest experience solutions, Premier Inn plans to overhaul how services are delivered and managed across its Middle East properties.
What does that mean in practice? Think less paper, more efficiency, and smarter, greener hotels. The rollout includes real-time dashboards that monitor environmental impact in measurable ways—like how many trees are saved through paper reduction, the drop in CO2 emissions, and energy or water conserved thanks to tech-driven operations.
In fact, Premier Inn is the first hotel group in the region to adopt several of The Digital Hotelier’s sustainability-focused digital features. These tools give hotel staff actionable insights to run operations more efficiently while keeping their environmental footprint to a minimum.
Simon Leigh, Managing Director of Premier Inn Middle East, summed it up:
“This partnership is an exciting reflection of our values. We’re not just about great stays at great prices—we’re also here to make a lasting, positive impact on the world around us. Through this collaboration, we’re making our hotels smarter, our guest experiences smoother, and our operations greener.”
Qutaiba Alali, Founder & CEO of The Digital Hotelier, echoed the sentiment:
“Partnering with Premier Inn is a natural fit. They’re a globally respected brand with a genuine dedication to innovation and sustainability. Together, we’re building the future of hospitality—where digital convenience meets environmental responsibility.”
More than just a tech upgrade, this initiative supports broader regional goals for sustainable tourism and showcases how the hospitality sector can lead the way in environmental change.
About Premier Inn Middle East
Owned by the Emirates Group and UK-based Whitbread, Premier Inn Middle East operates 11 hotels in the region—with more on the way. Since its debut in 2008, the brand has grown to cover Dubai, Abu Dhabi, and Doha. Known for warm service, great food, and restful stays, Premier Inn is also a major player in the UK and Europe with over 800 locations. In 2024, it was named the UK’s Best Budget Hotel Brand at the Business Traveller Awards. Learn more or book at premierinn.ae.
About The Digital Hotelier
The Digital Hotelier is a leading SaaS platform revolutionizing how hotels serve guests and run operations. With tools covering everything from room service and spa bookings to housekeeping and maintenance, TDH helps hospitality businesses streamline workflows, boost revenue, and go green. Currently active in seven countries, its solutions integrate seamlessly with major hotel systems while keeping sustainability at the forefront.
Source: Premier Inn Middle East / The Digital Hotelier
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