nitenite finds innovative ways to gain the edge over its competitors during the credit crunch – without having to slash room rates

nitenite cityhotels, located in Birmingham city centre, have decided to take a different approach to the majority of their competitors, who have been slashing their rates in order to attract customers during the recession. Some popular four-star hotels have reduced rates dramatically in order to attract custom, which may in turn attract an entirely different market sector to those originally targeted. However, CEO of nitenite, Colin Hatt, who experienced the previous recession whilst back in Ireland, has decided to take altogether different approach which will enable nitenite to reflect consistency in their rates whilst still appearing to be a very attractive option to guests.

In order to gain the competitive edge, nitenite will simply offer guests more for their money. All guests will receive complimentary WiFi in every room throughout the hotel, as well as complimentary blockbuster movies and complimentary bottled water; features that one would not normally expect to find in budget hotels. nitenite believes that lowering their rates may attract some custom in the short term, but believe their idea of adding new services will attract guests from economy right through to high end hotels that are facing reduced expense accounts due to the recession but also have a high level of expectation and require certain facilities.

nitenite maintain that their rates are spot on and feedback shows that guests find nitenite to be value for money - and with rooms starting from £45 (and special offers featuring throughout the year with limited rooms up for grabs from as little as £10!), it's no surprise! By keeping rates consistent and giving guests a few little complimentary extras, nitenite expects to keep guests coming back for more and entice a whole new market that will be glad of this great all-in package – no hidden costs or nasty surprises.

As of Monday 2nd February, these desirable 'extras' will be offered to ensure that their guests' budgets go further and the overall experience is enhanced. The company believes that this will also confirm their position in the market as "micro-boutique" – highlighting the difference between this new type of accommodation and the usual budget offering.

Cutting costs isn't the only factor that may affect a guest's decision of which hotel to use. Nowadays, people have high expectations of hotels and look for accommodation that can provide a high level of service, a high level of cleanliness and a guarantee that their stay will be as enjoyable and hassle free as possible. nitenite believes that their new move will appeal to guests for its convenience. Rooms are paid for at time of booking or on arrival and as there are no WiFi or movie bills to settle, there's no fuss and guests can just wake up and go! Check in procedures are just as simple and guests that have pre-paid for their room online need only to sign for their key, spending no more than one minute at the desk, compared with the advertised check in time of 8-10 minutes at some Premier hotels.

nitenite is known for its great "little package" – including micro-boutique rooms, contemporary design, convenient city centre location, affordable rates and friendly staff – and now it's even bigger and better! The popularity of nitenite's niche product is evident on the well-known and widely used traveller website, Tripadvisor.

Tripadvisor is a tool used by travellers, where they can make recommendation and leave feedback on accommodation which they have personally experienced – good and bad! 146 hotels are listed on this website for Birmingham, from budget to four star – and for the past two years, nitenite has consistently been ranked in the top 3 hotels! As this ranking is based entirely on independent reviews, it speaks volumes about the quality of the product and service and the overall guest experience.

As well as websites such as Tipadvisor to recommend the hotel to new potential guests, nitenite has also been the recipient of several awards, including the recent "Rising Star" award, presented to Colin Hatt, CEO, for his work with this innovative company, by the highly acclaimed 'Hotel Report Awards' organisation. nitenite was also nominated in the 'HRS Customer Excellence Awards'. The company was a finalist for "Excellent Customer Service" and also won the category of "Excellence in Innovation". More details on this can be found on www.nitenite.com/en/news.cfm

nitenite cityhotels - BACKGROUND INFORMATION

nitenite cityhotels are a new generation of smart, boutique-style value hotels that use cutting edge design and innovative thinking to create a hotel product that offers cost-conscious accommodation for travellers who don't always need views or lots of space. The micro-boutique model and the ability of the rooms not to have windows (none of the bedrooms at the Birmingham property have a window), challenges the traditional perception of hotel bedrooms and their often unique design enables the company to look at unconventional sites, such as offices and warehouses.

The 104-room nitenite Birmingham offers high quality accommodation with upmarket touches, high tech electronics and stylish furnishings. The ergonomically designed, seven metre square rooms evoke the feel of a luxury yacht cabin. Although compact, the soundproofed rooms have full size double beds with Egyptian cotton bed linen, a 42 inch plasma screen TV, WiFi access, en-suite power shower with heated mirrors and climate control. There is also a café-restaurant and a spacious foyer. The neutral décor is enhanced by the use of high quality furnishings and natural materials, such as cherrywood and leather.

Colin Hatt, CEO of nitenite comments, "nitenite fills a gap between budget travel and expensive boutique hotels, making it ideal for leisure travellers who want a convenient base for shopping and entertainment, as well as professionals who may have an early morning meeting or are working late and decide to stay in the city."

nitenite's strategy is to establish the brand as a serious contender in the global economy hotel sector and to launch 30 hotels in the next five years. Expansion is key and other hotels are planned for throughout the UK, with the focus on London, as well as various sites across Europe, USA, and Canada. "Our aim is to attract business travellers who are looking for value for money without scrimping on style," says Colin, "Why spend £200 for a room you only sleep in for six hours?"

A growing number of people are choosing to stay at hotels like these, a fact that is born out by the continuing rise of the economy hotel sector, which according to Mintel, is set to grow by 38 per cent over the next five years.

Kat Bailey
Sales / Marketing / PR
+44 (0)121 633 4863
nitenite cityhotels™