European Hotel Sector: Geospatial analysis – Whitbread UK competition sees a small rise

Research evidence excerpt

European Hotel Sector: Geospatial analysis – Whitbread UK competition sees a small rise

European Hotel Sector UBS Research

UBS Evidence Lab: branded competition now slightly on

the rise

In the 29th wave of UBS Evidence Lab's UK Hotels Location Market Quality Monitor, we

track changes in locations, competitive intensity, cannibalization and demographic

market quality over time for UK hotels. Per UBS Evidence Lab data, c82% of Premier Inn

hotels have at least one Travelodge within a 10-minute drive (vs c81% in 2Q25).

However, Premier Inn's exposure is overweight the regions vs the cities, so on average it

faces a lower number of branded competitors within a 10-minute drive compared to

Travelodge. The number of branded competitors within a 10-minute drive for Premier

Inn is 4.5 (vs Travelodge 5.3) and this level of competition is now the highest we have

seen over the past five years. This dataset only references branded hotels relative to

Premier Inn, so we use it as a proxy for what is likely taking place in the independent

hotel market where the contraction is likely to be more severe.

Figure 1: c82% of Premier Inn locations have at least one Figure 2: Premier Inn hotels have on average 4.5

Travelodge within a 10-minute drive competitor hotels within a 10-minute drive, given higher

regional exposure than other brands

brands

xposure than other

, given higher regional e

e

a 10-minute drive

Lminute driv

s within

one Travelodge within a 10

competitor hotel

n locations have at least Inn hotels have on average 4.5

c8 2% of Pre mie r In P r em ie r

Source: UBS Evidence Lab (> Access Dataset). Note: Jurys hotels group has been Source: UBS Evidence Lab (> Access Dataset). Note: Jurys hotels group has been