Erik Friemuth appointed CEO of Premier Inn Germany, focusing on sustained growth

Erik Friemuth has been appointed as the Chief Executive Officer (CEO) of Premier Inn Germany, effective January 1, 2024. In this role, he oversees the company's strategic direction and growth within the German market and also serves as a member of its parent company, Whitbread's, Group Executive Committee.

Friemuth stated that Premier Inn is one of the most rapidly expanding hotel chains in Germany. His focus will be on sustainable growth, with the objective of solidifying the company's position as a leader in the premium economy hotel segment.

Dominic Paul, CEO of Whitbread, commented on the appointment, "Our goal is to become the number one budget hotel chain in Germany. With Erik's expertise and proven leadership qualities, we are exceptionally well-positioned to advance our expansion plans in the German market and further increase awareness of the established British brand, Premier Inn."

Prior to this appointment, Friemuth held a position at TUI AG, where he was a member of the Executive Committee and Group Chief Marketing Officer, responsible for the entire TUI Group's marketing strategy. Premier Inn Germany currently operates 53 hotels, with three additional openings scheduled in Lindau, Cologne, and Munich in the near future.