Principal Hotel Company launches market-leading Trainers’ Club Loyalty Programme

December 04, 2017

Principal Hotel Company, a collection of 35 properties throughout the UK under the PRINCIPAL and De Vere brands, today announced it has launched its market-leading Trainers' Club loyalty programme. The new look programme is the result of merging two well-established loyalty programmes from the heritage of the Principal Hayley and De Vere Venues brands.

The free-to-join programme rewards members with a range of tailored perks and reflects the company’s commitment to investing in its customers and to delivering a highly responsive, personalised meetings and events service.

Trainers’ Club members will still benefit from firm favourites of the previous schemes, enjoying priority parking and room upgrades; as well as new benefits, such as being able to use the group’s leisure facilities at any time throughout the year and automatic inclusion in the company’s Applause and Showtime loyalty schemes, which offer a 15% discount on leisure stays as well as free cinema tickets with an event enquiry.

As well as exclusive benefits, the refreshed programme encompasses the new service features that form the company’s new meetings and events product, Smart Space, which covers everything from a live availability booking service to truly tech-savvy support, with up to 1GB super-fast Wi-Fi, interactive displays and an on-site team of friendly experts to help overcome any issues a client may face.

Commenting on Trainers Club, Alan Corlett, Group Commercial Revenue Director at Principal Hotel Company said: “We have worked hard to ensure that our refreshed, marketing-leading Trainers’ Club programme offers perks that are of tangible value to members. We are absolutely committed to ensuring that our valued customers have the opportunity to benefit from easy-to-use loyalty programmes and that their experience with us is always rewarding.”

Trainers’ Club members benefit from priority parking; rooms matched to preferences; Smart Space service features; an upgraded room; the option to bring your partner to stay for free; no room service fee; free speciality tea or Burr & Co. coffee and use of on-site leisure clubs throughout the year – not just when you’re at the property to deliver training and automatic inclusion in the Applause and Showtime rewards scheme.

The company’s new meeting and events brand, Smart Space, which launched last month, has nine service features which promise ease of booking; inspirational meeting rooms – be that a bright and contemporary training space or an executive boardroom with nods to the property’s heritage; a personal conference host; tech-savvy support; new Burr & Co. breakout areas; new nutritionally balanced delegate menus; the Principal Hotel Company’s two existing rewards programmes – Applause Rewards and Showtime Rewards; inspiring outdoor spaces and access to a team of specialists to help ensure delegates get moving and remain motivated throughout the day.

Smart Space is already available at a number of flagship properties across the portfolio, including at De Vere Beaumont Estate, Berkshire, De Vere Latimer Estate, Chesham, Buckinghamshire, De Vere Wotton House, Surrey, De Vere Grand Connaught Rooms, Covent Garden, Principal Manchester, Principal York, Principal Edinburgh George Street and Principal Edinburgh Charlotte Square, and will be rolled out across further properties in the portfolio in the coming months.

For more information on Trainers’ Club, visit

For more information on Smart Space, visit

For more information on The Principal Hotel Company, visit