With ambitious plans for regional growth, Premier Inn is focused is on increasing direct bookings from both GCC residents and international travellers seeking high-quality, high-value accommodation. By strengthening its digital presence and adopting the UK’s successful Book Direct strategy, the brand aims to increase customer engagement and brand awareness across the Middle East.

Guests who book directly through Premier Inn will receive the same attractive rates available on all third-party websites, plus a host of exclusive benefits from the brand and its partners. Benefits include free early check-in from 11.00am and late check-out until 3.00pm, 25 per cent off on in-house restaurants and bars including Mr Toad's Pub & Kitchen, Nuevo, Omnia and Lounge One, 30 per cent off on sights and attractions with Arabian Adventures and 30 per cent off on taxi rides with Zed.

Simon Leigh, Managing Director of Premier Inn Middle East, said: “As we enter the next phase of our growth, we are focused on enhancing our digital performance and driving a strong direct booking strategy. By converting demand into direct reservations, we not only create a seamless experience for our guests but also strengthen customer relationships, build loyalty, and drive long-term profitability.”

Premier Inn currently operates 11 hotels across the Middle East - seven in Dubai, two in Abu Dhabi, and two in Doha - with plans for regional expansion. Book direct at premierinn.ae or call +971 600 500 503 to enjoy free early check-in, late check-out, 25% off food and drinks, and 30% off attractions and taxi rides. Terms and conditions apply. Click, Book, Sleep - follow @premierinngulf for updates.