Premier Inn and The Digital Hotelier signs a strategic digital partnership across the GCC

In alignment with the UAE Green Agenda 2030 and shared sustainability goals, Premier Inn Middle East and The Digital Hotelier have signed a strategic digital partnership across the GCC

The agreement, announced during Arabian Travel Market (ATM) 2025 in Dubai, marks a major step forward in promoting environmentally responsible innovation in the hospitality industry.

This partnership supports Premier Inn Middle East – a joint venture between the Emirates Group and Whitbread, known for its high-quality, high-value accommodation – in its commitment to sustainability, innovation, and operational excellence. By joining forces with The Digital Hotelier – one of the region’s leading pioneers in guest experience and hospitality technology – Premier Inn aims to digitise key guest services and back-end operations, reduce paper use, and enhance resource efficiency across its hotels in the Middle East.

As part of the agreement, Premier Inn becomes the first hotel group in the region to implement several of The Digital Hotelier’s sustainability-focused digital features, including a real-time environmental impact dashboard. This tool enables hotels to track key sustainability metrics such as the number of trees saved by reducing paper use, estimated CO2 emissions avoided, water and energy conservation from digital operations, and overall waste reduction. These insights empower hotel teams to make data-driven decisions that enhance operational efficiency while significantly reducing their environmental footprint.

Simon Leigh, Managing Director Premier Inn Middle East, said: “We are excited to partner with The Digital Hotelier in a collaboration that truly reflects Premier Inn’s ongoing commitment to being a Force For Good – making a positive, lasting impact on our planet, people, and communities. Together, we are driving sustainability while creating a seamless digital experience for our guests. As a key player in the UAE’s mid-market hotel sector, we are proud to contribute to the sustainable growth of the country’s tourism industry.”

Qutaiba Alali, Founder & CEO of The Digital Hotelier, added: “We are proud to partner with an internationally respected brand like Premier Inn to support their digital transformation journey across the region. This collaboration is particularly meaningful to us given Premier Inn’s global influence in the hospitality industry and their strong commitment to sustainability. Together, we are creating a smarter, greener, and more guest-centric future – one where technology enhances operational efficiency while reducing environmental impact.”

This partnership not only reflects both companies’ commitment to shaping the future of hospitality but also reinforces their alignment with the UAE’s national and regional efforts to build a smarter, more sustainable tourism ecosystem.