Put your hands together for getting more from your stay

Welcome to Applause: the new loyalty scheme from Principal Hotel Company that starts rewarding you with exclusive perks and discounts from the very first time you stay.

Unlike the traditional ‘points mean prizes’ loyalty scheme, which only benefits the lucky few, Applause starts rewarding members from the best possible experience and price straightaway. The free-to-join scheme is available at over 40 locations across the UK, and benefits both business and leisure guests alike.

Applause has been designed to offer excellent value as well as to support a more personalised approach to guest service. The new scheme instantly rewards members with an automatic 10% discount on the best available room-only rate every time they book direct, increasing to 15% for anyone who has stayed 9 nights across the group.

Offering enhanced service over the traditional points-system model, you’ll also benefit from a range of additional rewards, including an optional advance check-in service – perfect for those on the go; a complimentary £5 credit to spend in the hotel’s bar or restaurant, an extra hour to relax before check-out and an optional express check-out service.

If you stay on business with a preferred rate, you’ll also receive in-house Applause benefits as well as your stays being counted towards a future 15% discount to be used when you book a leisure stay.

Start experiencing Applause now

Terms apply

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