They are the titans of the British hotel industry, locked in a bitter price war amid the toughest economic conditions in living memory. In one corner sits Premier Inn, owned by Whitbread, with 582 budget hotels and more than 40,000 rooms across Britain. In the other corner is Travelodge, its private equity-controlled rival, with 377 UK hotels with 27,500 rooms.
And, after years of harmless pillow fighting, the gloves have come off in the battle for the budget traveller’s pound. Travelodge has lodged a formal complaint with the Advertising Standards Authority (ASA) over the £29-a-room Christmas promotional campaign fronted by the actor and comedian Lenny Henry
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