In a landmark move for the UK hospitality sector, Premier Inn has become the first major hotel chain to receive an advanced autism certification, signalling a new era of inclusivity for neurodiverse travellers and their families.
The coveted 'Autistic Accessible' accreditation, awarded by the Autism Institute, follows an intensive training programme undertaken by more than 12,000 team members across its 840 UK hotels. This initiative places the Whitbread-owned brand at the forefront of accessible tourism.
Transforming the Guest Experience
The comprehensive certification process involved equipping staff with the skills to understand and anticipate the unique needs of autistic guests. From reception to housekeeping, team members are now trained to provide more patient, predictable, and supportive interactions.
Beyond staff training, the programme includes practical adaptations such as:
- Pre-arrival communication packs with detailed visual guides to the hotel
- Dedicated, low-stimulation check-in areas
- Availability of sensory toys and aids upon request
- Quieter, consistent room allocations with reduced sensory triggers
A Personal Mission
The drive for certification was passionately championed by Whitbread's Chief Operations Officer, Simon Ewins, whose own family's experiences highlighted the challenges neurodiverse families face when travelling.
'We believe everyone should feel comfortable and welcome when staying away from home,' Ewins stated. 'This certification is not just a badge; it's a fundamental commitment to ensuring our hotels are truly accessible for all.'
Setting a New Industry Standard
This pioneering step addresses a significant gap in the market. An estimated one in 70 people in the UK are on the autism spectrum, meaning accessible travel options are not a niche concern but a essential requirement for millions.
By achieving this certification, Premier Inn sets a powerful precedent for the entire UK tourism industry, demonstrating that inclusivity is both a moral imperative and a smart business strategy for building customer loyalty and trust.
