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I don’t go on a forum bemoaning that Premier Inn is on a slide to the bottom and needs to compare itself to the Shangri La.

But Premier Inn positions itself carefully and describes its offer accurately – it has also added value in recent years (e.g. hairdryers, phones in rooms) – so why would anyone think it is sliding to the bottom? It has never been benchmarked against Shangri La, more likely a Travelodge and PI has differentiated like easyJet and raised prices, whilst Travelodge has cut back to basics and sells on price.

BA has been benchmarked against Cathay and others in the past (and was a world class airline in the 1990s), but is cutting back at a pace.

Your comparison just doesn’t hold water.