Premier Hotels plans branding for apartments

Franchised hotel operator Premier Hotels has appointed The Hausemen Group to carry out an interiors and brand positioning project, following its move into the serviced apartment sector.

A decision has yet to be taken on whether a standalone brand will be created. Premier Hotels managing director of brands and franchising Stuart Harrison says the review includes how “the product will look”.

It is likely, according to The Hausemen Group head of design, Richard Welchman, that one standard interior look will be created and rolled out to each apartment. Work is expected to take “a couple of months”, says Welchman.

Premier Hotels will make its debut in the serviced apartment market in 18 months with a 58-unit property at the ExCel conference centre in London Docklands.

The offer is aimed at the medium- to long-stay overseas business traveller, who may need enough space for family members. Apartments will offer a kitchen and distinct living area to encourage lengthier stays.