PREM
PREM Group is a Dublin-based international hotel and hospitality management company operating 30+ properties and 2,300+ rooms across Ireland, the UK, and Continental Europe under six brands, serving hotel owners, investors, and travelers through owned operations, serviced apartments, revenue management software, and digital marketing services.
- Company typePrivate
- Founded1996
- HeadquartersDublin, Ireland
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What PREM does
PREM Group is a Dublin-headquartered international hotel and hospitality management company founded in 1996, operating a multi-brand portfolio of 30+ properties and 2,300+ rooms across Ireland, the United Kingdom, and Continental Europe. The group owns, leases, and manages hotels and serviced apartments under six brands, including international flags (Holiday Inn, Holiday Inn Express, Crowne Plaza, Small Luxury Hotels of the World) and proprietary brands (Leopold Hotels, PREMIER SUITES, Aspect Hotel, The Hoban Hotel, Osprey Hotel). The company has been majority-owned by Fortress Investment Group since December 2021, with management reinvesting alongside the sponsor to execute an acquisition-led growth plan focused on freehold European properties.
PREM Group operates a five-unit platform centered on PREM Hospitality (hotel management) and complemented by RateWise (cloud-based revenue management software serving 75+ hotels across 9 countries), Sprint Digital (digital marketing agency for hospitality clients), Trinity Hotel Groups (groups and tours booking services), and Premier Business Centres (serviced and virtual offices in Ireland). The proprietary technology layer—RateWise, Eureka eLearning, and HR Locker—supports both internal operations and external client services. Flexible management offerings range from full management contracts to specialized support in revenue management, digital marketing, and business development for third-party hotel owners and investors.
Revenue is generated through hotel operations (room rentals, food and beverage, meetings and events), subscription software and yield management consulting (RateWise), professional services (Sprint Digital), and serviced office rentals (Premier Business Centres). Distribution combines direct booking, OTAs (Booking.com, Expedia), international brand reservation systems (IHG, Choice, Wyndham), and groups/tours channels. B2B customers include hotel owners, investors, and independent operators; B2C customers are corporate and leisure travelers. Pricing is quote-based and varies by property, location, and season, with no publicly disclosed rates.
PREM firmographics
Firmographics- Name
- PREM
- Legal name
- PREM Group
- Website
- https://premgroup.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PREM Group is a Dublin-based international hotel and hospitality management company operating 30+ properties and 2,300+ rooms across Ireland, the UK, and Continental Europe under six brands, serving hotel owners, investors, and travelers through owned operations, serviced apartments, revenue management software, and digital marketing services.
- Ownership category
- akta.pro rank
PREM industry classification
Industry- Product category
- Hotel & Hospitality Management
- NAICS
- Accommodation (721), Hotels (except Casino Hotels) and Motels (72111), Other Traveler Accommodation (72119), Lessors of Nonresidential Buildings (except Miniwarehouses) (531120)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Operators Of Nonresidential Buildings (6512)
- akta.pro primary industry
- Full-Service Vacation Rental Property Management (BPAJAIAA)
- akta.pro secondary industries
- Resort & Branded Residence Vacation Rental Management (BPAJAIAE), Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA), Hotel & Accommodation Booking Platforms (THALAFAB), Vacation Rental & Short‑Term Stay Marketplaces (THALAFAC), B2B Agent/Partner Booking Portals (Extranet) (THALADAJ)
Keywords
Where PREM is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices3 records
Markets served
PREM business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Hotel Property Ownership and Management: PREM Hospitality division owns, leases, and manages hotel and serviced apartment properties. Generates revenue through hotel operations including room rentals, food and beverage, meetings and events, and other hospitality services.
- Revenue Management Services: RateWise provides cloud-based revenue management software solutions and yield management consultancy to hotels and serviced apartments. Subscription-based software plus consulting services.
- Digital Marketing Services: Sprint Digital provides full-suite digital marketing services including website design, paid search, social media, SEO, email marketing, and blogging to hospitality clients.
- Procurement Services: Trinity Purchasing (now part of Avendra) provides procurement services to hotels and restaurants across Europe, generating revenue through preferred supplier agreements and volume-based arrangements.
- Serviced Office Rental: Premier Business Centres provides professional office space services including physical offices and virtual office facilities with business address and telephone answering services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Hotel and Serviced Apartment Rates |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
PREM product offering
Product offeringCore offering
PREM Group owns, leases, and manages hotel and serviced apartment properties across Ireland, the UK, and Continental Europe, operating under brands such as Holiday Inn, Holiday Inn Express, Crowne Plaza, Small Luxury Hotels of the World, Leopold Hotels, and PREMIER SUITES. The group also provides B2B hospitality services including revenue management software (RateWise), digital marketing (Sprint Digital), groups and tours booking (Trinity Hotel Groups), serviced offices (Premier Business Centres), and procurement services.
Product overview
PREM Group is an international hotel and hospitality management company operating as a multi-business portfolio. The group consists of PREM Hospitality (its core hotel management division owning and managing over 34 properties), which operates alongside several specialist subsidiaries: PREMIER SUITES (serviced apartment brand across Europe), Rate Wise (cloud-based revenue management software and consultancy), Sprint Digital (digital marketing agency), Trinity Hotel Groups (groups and tours booking services), and Premier Business Centres (serviced office provider). Together these businesses provide hotel owners and operators with complete management contracts or support with specific areas such as revenue management, digital marketing, and business development.
Differentiator
Problem solved
Functional benefit
Brands
- PREMIER SUITES: Serviced apartment brand with hand-picked locations across Europe, operating in Ireland, United Kingdom and Continental Europe.
- Leopold Hotels
- Trinity Hospitality Services
Products and services
- PREM Hospitality - Hotel Management Services End-to-end hotel and serviced apartment management services, including full management contracts, for hotel owners, investors, and operators across Ireland, UK, and Continental Europe. Serves as the core operating division of PREM Group.
- PREMIER SUITES Serviced Apartments Serviced apartment brand with hand-picked locations across Ireland, United Kingdom, and Continental Europe, including Dublin, Reading, Rotterdam, Glasgow, and Amsterdam. Targets both short and extended-stay travelers.
- RateWise Revenue Management Software Cloud-based revenue management and yield management software, plus consulting, serving over 75 hotels and serviced apartments across 9 countries. Sold on a subscription basis with associated consultancy.
- Sprint Digital Marketing Services Full-service digital marketing agency providing website design, paid search, social media, SEO, email marketing, and blogging, primarily to hospitality clients, with an in-house team of Google-accredited specialists.
- Trinity Hotel Groups - Groups and Tours Booking Central booking office connecting travel agents, tour operators, and ground handlers with partner hotels and college campuses across Ireland and the UK, helping hoteliers secure group and tour business.
- Premier Business Centres - Serviced Offices Serviced office provider operating business centres in Citywest, Dublin City Centre, and Naas, Co. Kildare, plus virtual office facilities with business address and telephone answering services. Targets small businesses and professionals.
- Trinity Hospitality Services - Flexible Hotel Management Services Flexible management services for hotel owners covering purchasing, revenue management, digital marketing, business development, and IT, allowing hoteliers to access specific expertise without a full management contract.
- Trinity Purchasing Procurement Services
Quantifiable outcome
- €37,654 raised for Beyond the Moon charity in 2025
- +3 more outcomes
Companies that use PREM
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles3 records
PREM technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PREM partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, strategic and minor.
- Intercontinental Hotel Group (IHG)corePREM Group partners with Intercontinental Hotel Group operating properties under Crowne Plaza, Holiday Inn, and Holiday Inn Express brands.
- Choice HotelscorePartnership with Choice Hotels for property expansion programs and procurement agreement where Trinity Purchasing became preferred procurement resource for select Choice hotel brands in European countries.
- Wyndham WorldwidecoreEarly partnership with Wyndham Worldwide for development of serviced apartment brand (PREMIER Apartments) and Days Inn, Days Hotel and Ramada brands in UK and Belgium.
- Small Luxury Hotels of the WorldcorePREM Group works with Small Luxury Hotels of the World brand for select properties.
- Avendra (Aramark)strategicTrinity Purchasing was acquired by Avendra (owned by Aramark) in 2019. PREM Group retains strong ties with Avendra as one of their biggest customers for procurement services.
- Beyond The MoonstrategicPREM Group has been supporting Beyond the Moon since 2006 as their nominated charity. The partnership involves fundraising activities including charity golf days, annual charity events, and guest donations. Over €349,000 has been raised to send 80 families on holidays.
- MECPATHSminorPartnership with MECPATHS (Mercy Efforts for Child Protection Against Trafficking with the Hospitality Sector) to provide training to hospitality teams on identifying signs of potential trafficking. PREM Group was awarded by MECPATHS for their efforts.
- LIFT (Leading Ireland's Future Together)minorPREM Group is partnered with LIFT, a non-profit initiative focused on positive leadership development. PREM Group has contributed to cover costs of the initiative within PREM while allowing the program to expand to other organizations.
- Ronald McDonald House Charities IrelandminorPartnership with Ronald McDonald House Charities Ireland which provides accommodation for families whose children are undergoing medical treatment. Sprint Digital (PREM Group company) partnered to build a new website and provide digital marketing assistance.
- Together For HospiceminorPREM Group supports Together For Hospice, the national fundraising body for 24 specialist hospice and palliative care providers across Ireland.
- Douglas Wallace ArchitectsminorCelebrity architect Hugh Wallace of Douglas Wallace Architects has overseen renovation and design projects for PREM Group properties including Hoban Hotel Kilkenny and Viking Hotel Waterford refurbishments.
- Waterford Chamber SkillnetminorPREM Group partners with Waterford Chamber Skillnet for the Graduate Accelerator Programme, a career development initiative for recent graduates. Over 60 PREM Group team members have graduated from this program.
Scale indicators10 records
Recent moves9 records
Expansion highlights5 records
PREM competitors and assessment
Company assessmentBroad incumbents
- Wyndham Hotels & Resorts: Global franchisor of economy and midscale brands (Days Inn, Ramada, Wyndham). PREM's early partnership with Wyndham underpinned the PREMIER Apartments/SUITES expansion and UK/Belgium footprint.
- InterContinental Hotels Group (IHG): Global franchisor of Holiday Inn, Holiday Inn Express, and Crowne Plaza — three brands under which PREM operates. As a brand owner and licensor, IHG is an incumbent that dictates franchised economics for a large share of PREM's rooms.
- Choice Hotels International: Major US-based franchisor of midscale brands (Comfort, Quality, Clarion). PREM partners with Choice for property expansion and procurement; Choice is a broad incumbent shaping distribution for the European mid-market.
Direct peers
- Dalata Hotel Group: Ireland's largest hotel operator, owning and operating 4-star hotels primarily under the Clayton and Maldron brands. Closest direct peer to PREM in geography, scale, and brand mix, with overlapping exposure to IHG-style franchising and the Irish/UK markets.
- Tifco Hotel Group: Ireland-based hotel management and investment group operating under Hilton, IHG, Marriott, and independent brands. Highly comparable to PREM as a multi-brand, third-party hotel manager with strong Irish/UK roots.
- Fattal Hotels (Leonardo Hotels): European hotel group operating and franchising the Leonardo Hotels brand across 80+ properties. Direct peer as a fast-growing, multi-brand European hotel manager with both owned/leased and managed asset exposure.
- Interstate Hotels & Resorts: One of the largest independent third-party hotel management companies in the world, managing 500+ properties across the US, Europe, and Asia. Direct peer in business model — pure-play management services across multiple brand families.
- Aimbridge Hospitality: Largest third-party hotel manager in North America and a growing player in Europe and the UK, operating franchised and independent properties. Closest large-scale direct peer to PREM in third-party management model and franchise-heavy portfolio.
- SACO (The Serviced Apartment Company): UK-based serviced apartment operator with a multi-city European portfolio. Direct peer to PREMIER SUITES, focused on extended-stay and corporate travelers in the same UK/European geographies.
Emerging players
- IDeaS Revenue Solutions: Global SaaS revenue management software vendor serving hotels and casinos. Comparable to PREM's RateWise business as a direct competitor in cloud-based RMS technology for the hospitality sector.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
PREM social profiles
Digital presencePREM compliance and trust
Trust signalCompliance3 records
PREM financial estimates
Financial estimateRevenue estimate
Valuation estimate
PREM leadership team
Management profileNumber of profiles
Profiles11 records
PREM subsidiaries and ownership
Company hierarchySubsidiaries7 records
PREM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PREM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PREM
What does PREM do?
PREM Group owns, leases, and manages hotel and serviced apartment properties across Ireland, the UK, and Continental Europe, operating under brands such as Holiday Inn, Holiday Inn Express, Crowne Plaza, Small Luxury Hotels of the World, Leopold Hotels, and PREMIER SUITES. The group also provides B2B hospitality services including revenue management software (RateWise), digital marketing (Sprint Digital), groups and tours booking (Trinity Hotel Groups), serviced offices (Premier Business Centres), and procurement services.
Is PREM a public or private company?
PREM is a private company. It is classified as private equity controlled and is currently operating.
When was PREM founded?
PREM was founded in 1996. It employs 101 to 250 people.
Where is PREM based?
PREM is headquartered in Dublin, Ireland, in the Europe region.
How does PREM make money?
Five revenue lines are on record. Hotel Property Ownership and Management is the primary driver. The others are revenue Management Services, digital Marketing Services, procurement Services and serviced Office Rental.
Who are PREM's main competitors?
Broad incumbents on record are Wyndham Hotels & Resorts, InterContinental Hotels Group (IHG) and Choice Hotels International. Direct peers are Dalata Hotel Group, Tifco Hotel Group, Fattal Hotels (Leonardo Hotels), Interstate Hotels & Resorts, Aimbridge Hospitality and SACO (The Serviced Apartment Company). IDeaS Revenue Solutions is listed as an emerging player.
Does PREM have an API?
No public API is recorded for PREM.
What industry is PREM in?
PREM's product category is Hotel & Hospitality Management. Its primary akta.pro industry code is BPAJAIAA, Full-Service Vacation Rental Property Management, with a secondary code of BPAJAIAE, Resort & Branded Residence Vacation Rental Management. Its NAICS code is 721 and its SIC code is 7000.