Friday, 19 December 2008

News from Premier Inn


Metrosexual males will be hogging the hairdryer this Christmas, with 90% saying they undertake a total of 22 pampering rituals, taking at least an hour, before a night out.

The research revealed today by Britain’s largest and fastest growing hotel chain, Premier Inn, shows the days of a quick shower, shave and splash of Brut are long gone.

Some of the more unexpected beauty rituals guys admitted to in the poll include trimming their nether regions, plucking their eyebrows and wearing their trusty pulling pants.

The research proves that the metrosexual male is as strong as ever, and for one in ten men an hour is just not long enough, with their beautifying regimes lasting up to 4 hours. That’s nearly 7 million hours[1] of mirror monopolising by men this December.

Premier Inn Marketing Director, Steve Conway, said: ‘A large number of guests staying with us in the run up to Christmas will be planning to attend a festive celebration. With an en-suite bathroom, hairdryers, big bath towels and full length mirrors available in every Premier Inn room, both men and women will have everything they need to make sure they are looking their best.”

Scots come top of the beautifying charts, with 92% of them taking well over an hour to prepare for a night on the tiles.

For the capital’s fashionistas, picking an outfit poses the biggest dilemma with nearly 80% of Londoners trying on several outfits to ensure they are looking their best.

The residents of Cardiff are keen to impress, with a third taking up to 4 hours to get ready and 1 in 5 trimming their nether regions before a night on the tiles – that’s twice as many as the national average!

And the nation’s natural beauties, taking the least amount of time to get ready, are the Brummies with more than one in three of them getting ready for a big night out in less than 30 minutes.


For more information please contact Carly Hewitt, Lisa Rebak or Katy Stolliday
on 0207 693 6999 or email

Notes to editors:
Premier Inn, winner of Best Budget Hotel at the Business Traveller Awards 2008, is the UK’s largest and fastest-growing hotel brand with over 500 budget hotels and more than 36,016 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.

Premier Inn has been confirmed as the leading Economy brand in the JD Power European Economy Hotel Guest Satisfaction Survey 2008.
[1] Based on 10% of the adult male population taking over an hour to get ready for an average of attending three parties this December

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