Premier Inn Middle East, one of the region’s most trusted mid-market hotel brands, operates 11 properties across Dubai, Abu Dhabi, and Qatar. Known for delivering consistent comfort, exceptional value, and warm hospitality, the brand has become a preferred choice for both business and leisure travelers. The group runs a lean, centralized commercial team that focuses on efficiency, streamlined processes, and staying agile in a highly competitive hospitality market.
At the forefront of this effort is Nadia Purkayassta, Regional Head of Revenue Management, who oversees top-line revenue and distribution strategy. Day to day, Nadia and her team review hotel performance, identify opportunities and risks, and ensure that the right pricing strategies are in place to drive both revenue and guest value.
With a corporate team that focuses on efficiency in everything they do, Premier Inn Middle East is intentional about keeping strategies streamlined while maintaining a strong pulse on market trends and the ability to swiftly adjust. For Nadia, what makes the work especially rewarding is the culture of collaboration: “My favourite part of working at Premier Inn is the amazing team and leadership we have. We are always encouraged and supported in trying new approaches, which gives both myself and the team a lot of positive energy when coming to work.”
The search for a smarter optimization platform
As Premier Inn Middle East evolved over the past year, it became clear that their existing revenue management system was no longer the best fit for their business model. The team needed a solution that would reduce manual intervention while providing reliable, science-driven recommendations. “It was key for us to find an RMS with smart science behind it, a system that we could trust and that would be easy for the team to work with,” Nadia explained. “We wanted a system that works for us, rather than us working for the system.”
That vision sparked the search for a new partner - one that could combine powerful technology with transparency and trust.
Why FLYR stood out
For Nadia and her team, the priority was finding a revenue management system that delivered reliable science and provided a solution that worked for them, rather than one that created more manual effort. FLYR stood out by being fully transparent about how its pricing and forecasting models worked, taking the time to clearly explain the methodology. This openness gave Premier Inn Middle East the confidence that the system was built on sound science they could trust.
Just as importantly, the FLYR team supported the evaluation process every step of the way, with multiple deep-dive discovery sessions and detailed answers to extensive real case scenarios - showing not only the strength of the platform but also their commitment to being a proactive partner. This combination made FLYR the clear choice for Premier Inn Middle East.
Seamless onboarding and implementation
The transition to FLYR was smooth and efficient. Weekly implementation calls guided the rollout, ensuring technical alignment while keeping the team fully updated. On-property onboarding balanced setup with hands-on exploration of the platform tool, making adoption straightforward. “Since going live, the advisory team has been fantastic, keeping a proactive, close eye on our system, as well as guiding us through the multiple questions we encountered,” Nadia shared.
The FLYR system was easy to navigate. Configuration was straightforward, input requirements were minimal, and pricing recommendations could be trusted - proof that the platform is powered by strong science rather than excessive manual intervention.
One capability that has been especially impactful is FLYR’s ability to price rooms individually based on demand. Nadia shared a powerful example: “We really like the fact that FLYR can price by room type based on individual demand. One night, a Hotel Operations Manager called asking why the smoking room was twice the price of the non-smoking room and wondered if it was an error. I explained that it was FLYR’s pricing and that we should trust the system. The next day, we saw that two guests had booked the last two smoking rooms at FLYR’s increased price - much to the surprise of the operations team. Examples like this help us build trust in the system across all stakeholders.”
Looking ahead: growth and innovation
As Premier Inn Middle East transitions further into automation, Nadia and her team are excited to unlock additional value from FLYR’s forecasting and BI solutions, streamlining manual processes and enabling greater efficiency. Looking to the future, dynamic discounting, enhanced room-type pricing, and deeper AI integration will continue to support revenue growth and operational agility.
With expansion on the horizon, including opportunities in both existing and new markets, FLYR will be an integral partner in ensuring successful property ramp-up and long-term performance.
Eduard Jimenez, Regional Commercial Director for Premier Inn Middle East, summed up the impact of the partnership: “At Premier Inn, we are committed to delivering high-quality, high-value accommodation through smart and efficient operations. Powered by advanced science, FLYR’s innovative Revenue Management System is easy to use, data-driven and enables our teams to focus on strategy and drive revenue growth. As we expand into new and existing markets, FLYR will be a key partner in ensuring the successful launch and strong performance of our properties.” — Eduard Jimenez, Regional Commercial Director, Premier Inn Middle East
