International hospitality company PREM Group has launched a new business brand, PREM Hospitality. In a bid to gain better brand recognition with customers, guests and employees all properties will now be promoted under the PREM Hospitality brand.

The new umbrella brand will bring many benefits for booking agents and guests offering a website which showcases all 38 of its hotels and serviced apartment locations. It will feature information about each property with a focus on the group’s regional spread of properties from boutique city centre hotels to sprawling countryside resorts. It has also produced a glossy directory which will be placed in each of its 2,990 bedrooms across the group.

Jim Murphy, CEO of the PREM Group said: “From now on, every PREM Group operated property will fall under the PREM Hospitality brand and will display the PREM Hospitality plaque outside their door. Each property will be advertised and promoted on our new website.”

PREM Hospitality has partnered with Mobility Mojo who specialise in auditing and rating the accessibility of hotels and serviced apartments globally. When guests are booking online, they can find a link to the property’s accessibility rating which can range from bronze to platinum. This tool is proving very popular as accessibility is an issue for many people from parents travelling with infants in a pram to someone on crutches or using a walking stick.

PREM Hospitality operates 38 properties across Europe, including Ireland, England, Scotland, Belgium, and the Netherlands.