Premier Inn has relaunched its award-winning application for iPhone and its first application for iPad.

Responsible for over 100,000 room bookings in 2012 alone, the award-winning application has been downloaded over 2,000,000 times since its launch in January 2011 and has become one of the hotel brand’s most important channels.

In collaboration with mobile partner Grapple, Europe’s leading mobile innovation agency, Premier Inn are once again setting the standard with a beautifully redesigned application that places convenience and user experience at the heart.

Featuring a highly intuitive navigation that anticipates the needs of customers, the app provides a seamless and intelligent booking flow, with Trip Advisor ratings, the ability to add extras such as breakfast, and an opportunity to easily book repeat stays. Aimed at both leisure and business customers, the application makes it easy for guests to manage their bookings on the move and offers rich personalisation through ‘My Premier Inn’.

Average daily sales conversions from the relaunched iPhone application which took number one spot in the Apple App Store travel category at launch*; have increased from 3% to as high as 5.9%.

Mark Fells, Digital Director, Whitbread Hotels & Restaurants comments:
“As the UK’s largest hotel brand, mobile is an important strategic business tool for both servicing our customers and driving commercial growth.

The Premier Inn mobile app has exceeded all expectations over the past two years.

Relaunching the application for iPhone and the new iPad version are important steps in making our guests’ lives easier throughout their stay with Premier Inn and driving customer loyalty.”

Adam Levene, Chief Strategy Officer, Grapple comments:
“This has been an exciting opportunity to revisit one of the travel industry’s most successful mobile applications, and raise the standard yet again with a beautifully designed interface and increased functionality that provides an even richer and more seamless mobile experience.

We’re looking forward to working in partnership with Premier Inn to build on the success delivered to date with the next wave of enhancements in their mobile strategy.