Premier Inn Introduces UK's first Twitter Concierge Service

LONDON, October 7, 2010 - Premier Inn has announced it will be introducing an innovative
Twitter-based 'virtual' concierge service for its guests, shaking up the
traditional hotel concierge.

Not only is this revolutionary take on the concierge concept a
UK first, but Premier Inn (www.premierinn.com/) is also becoming the
first budget hotel chain to offer a concierge style service to its guests.

To access Premier Inn's weekend Twitter concierge service,
guests must tweet @PremierInn (twitter.com/premierinn) concierge and
simply ask for recommendations on anything from local activities for the
kids, karaoke bars in the area, directions to the local theatre or even where
to find an emergency dentist.

The weekend Twitter concierge service will initially run as a
trial for one month on Friday evenings in October with a view to extending it
if it is proved of value to guests.

Steve Conway, who is leading innovation at Premier Inn, said:
"We aim to offer our guests great service and outstanding value. We're very
proud to be the first budget hotel brand in the UK to offer guests this
unique Twitter concierge service to help them make the most out of their
weekend away (
www.premierinn.com/en/short_breaks/premier-weekends/ideas.html)."

Ex-air hostess Danielle Lineker has a background in providing
quality customer service and will therefore acted as Premier Inn's first
virtual concierge on launch day (1st October). Danielle will offer personal
recommendations to guests ranging from family activities (
www.premierinn.com/en/short_breaks/family.html), to romantic tips for
couples or suggestions for making the most of a girly weekend away.

Premier Inn has over 580 hotels nationwide, and rooms start at
GBP29 for a family room for four. To find out participating hotels where the
GBP29 room offer is available, customers can visit www.premierinn.com

About Premier Inn:

Award-winning Premier Inn is the UK's biggest budget hotel brand with
over 580 budget hotels (www.premierinn.com/) and more than 42,000
rooms across the UK and Ireland. Premier Inn bedrooms feature en-suite
bathrooms, TV with Freeview channels, and WiFi internet access. All Premier
Inns feature a bar and restaurant; situated inside the hotel or adjacent,
offering a wide range of food choices.

In 2008 Premier Inn launched in Dubai and is now open in Bangalore,
India. On a domestic front, Premier Inn aims to be the largest provider of
budget hotels within the M25 area by 2012.

Under the Premier Inn room offers, Premier Inn is offering rooms from
just GBP29 (restrictions apply).

Premier Inn supports WaterAid, the international charity whose mission is
to overcome poverty by enabling the world's poorest people to gain access to
safe water, sanitation and hygiene education. Premier Inn, as part of
Whitbread Hotels and Restaurants, aims to raise GBP1 million for WaterAid
over the next two years.

Terms and Conditions:

    - The Twitter concierge service will run as a one month trial
      on Friday's only (9am-9pm) from 1 October to 31st October 2010

    - Guests must mention #PIconcierge when tweeting to ensure a
      response

    - All #PIconcierge will be responded to by an appointed
      Premier Inn concierge

    - Responses will come from the @PremierInn Twitter account

    - Premier Inn cannot be held responsible for providing any
      incorrect information to guests that choose to use the Twitter
      concierge service

    - Premier Inn is not endorsing any of the products, places or
      services which are mentioned through the Twitter concierge service

For further information, please contact

    Lisa Rebak
    Frank PR
    3rd Floor
    Centro 4
    20-23 Mandela Street
    London
    NW1 0DU
    +44(0)207-693-69990
    www.premierinn.com

Lisa Rebak, Frank PR, 3rd Floor, Centro 4, 20-23 Mandela Street, London, NW1 0DU, +44(0)207-693-69990