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The $100 honeymoon

Cash-strapped Brits won't have to worry about spending thousands for their postwedding break. Budget hotel chain Premier Inn launched a 58 pound ($96) honeymoon deal in an effort to tap into an unexplored leisure market.

business Updated: Aug 24, 2009 15:49 IST
Forbes

Cash-strapped Brits won't have to worry about spending thousands for their postwedding break. Budget hotel chain Premier Inn launched a 58 pound ($96) honeymoon deal in an effort to tap into an unexplored leisure market.

Premier Inn's special offer, which is about $5,000 cheaper than the average honeymoon package, comes after the company--which usually caters to business travelers--found in its own research that 73% of newlyweds are stressed about the cost of their postwedding break, with 52% planning to shun a honeymoon altogether this year in order to save money.

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The deal provides the newlyweds with two nights stay, including dinner, bed and breakfast, rose petals with a bottle of sparkling wine, strawberries, luxury chocolates, a spa hamper, glamorous nightwear and deals on some sightseeing trips and excursions.

Premier Inn, which is owned by Britain's largest budget hotel operator Whitbread, usually provides deals for business travelers, but the company said on Friday it wants to "replicate this success in the leisure market." "This promotion for honeymooners, together with larger scale deals like our 29 pound ($48) Premier Inn rooms offer, are designed to appeal specifically to those price-conscious families, couples and friends who want to take a short break holiday in the U.K.," said Tabitha Aldrich-Smith, communications director at Whitbread.

The budget hotel chain, which also owns a portfolio of hotels, pubs and coffee shops, had been benefiting from business travelers trading down. But aggressive promotions launched by luxury hotels and a decrease in the number of business travelers have impacted the business negatively.

But will Whitbread benefit significantly from trading in the leisure market? Very little, according to Greg Johnson, an analyst with Shore Capital in London. "The luxury sector has become very competitive, and Whitbread needs to concentrate on its key corporate market," the analysts said.

Shares of Whitbread ( WTCBF - news - people ) rose 1.6%, to 995.00 pence ($16.42) in afternoon trading in London.

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