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Premier Inn Mena will be the UAE Hotel Partner for Purple Tuesday 2022 (1 November), delivering a better guest experience for people of determination.
The initiative is part of a global campaign by Premier Inn’s UK-based owner Whitbread, a UK hospitality industry sponsor, and is a key element of Premier Inn’s Force for Good campaign, which supports local and global charities and highlights the growing The importance of diversity and inclusion in all aspects of its business.
First held in the UAE, Purple Tuesday is an international day to recognise and celebrate the importance of guests with disabilities, including less visible conditions such as learning difficulties, mental health challenges and language barriers.
Under its partnership, Premier Inn Mena is committed to providing a better experience for the determined people at its hotels in the UAE and Qatar.
An estimated 17% of the world’s population suffers from some form of disability. For Premier Inn Mena, this could be 204,000 of the 1.2 million overnight guests it receives each year.
Kathy Sorenson, Director of Human Resources at Premier Inn Mena, said: “Purple Tuesday is a fantastic opportunity to demonstrate our commitment to being a force for good in everything we do. Over the next 12 months, we will be educating team members at 11 hotels in the region to recognize guest needs and apply enhanced customer service skills to ensure they have the right support to keep their Staying made easy, welcoming and comfortable. Remember.”
Premier Inn in the UAE and UK will kick off its Purple Tuesday support campaign by rolling out the Hidden Disability Sunflower programme to team members. The scheme, which will soon be rolled out in the UAE, will see people in “invisible” conditions wear the globally recognized “Sunflower” badge.
“Not all disabilities are visible or immediately obvious,” Sorensen said. “Challenges such as autism, diabetes, reduced mobility, poor vision or hearing, and even sleep disturbances can create barriers to everyday life. We hope to change this by providing more support, empathy and understanding, starting with Train all team members on the Hidden Disability Sunflower Program during 2022 and 2023 before continuing our purple journey.”
Mike Adams OBE, CEO of Purple and creator of Purple Tuesday, said: “We are delighted to welcome Premier Inn Mena as one of our pioneering Purple Tuesday partners in the UAE, working together to improve the entire hospitality industry’s commitment to delivering for the determined and Its family provides a premium, seamless customer experience.
“If every hotel, restaurant or resort in the UAE makes one improvement in accessibility and practices every year as part of the Purple Tuesday campaign, the impact on visitors with disabilities will be huge. I look forward to working with Premier Inn Mena and its employees to build long-term and sustainable partnerships so that all determined guests can receive a first-class customer experience.” – arab trade news agency
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