Premier Inn Middle East names new OPEX director to support ambitious expansion

Premier Inn Middle East has appointed Jennifer Edwards as its new operations excellence director. In her new role, Edwards will drive operational excellence (OPEX) across Premier Inn’s 11 hotels in Dubai, Abu Dhabi, and Qatar, contributing to the brand’s strategic development.

Edwards joins the Middle East division from Premier Inn UK, bringing over a decade of experience in operations management and commercial leadership across the UK and Australia, according to the announcement.

With a proven track record of leading change and delivering results, she will play a key role in supporting the brand’s ambitious growth journey in the Middle East.

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Optimizing operations and driving positive change

Edwards most recently served as commercial lead at Whitbread where she oversaw revenue management for Premier Inn hotels across the UK and developed strategies to maximize revenue and drive business growth.

Prior to joining Whitbread, she held senior operations and transformation roles across hospitality, retail, and logistics with Amazon and Aldi in the UK and Australia, leading strategic initiatives and delivering significant operational improvements.

Along with supporting OPEX at Premier Inn Middle East, Edwards will also drive key initiatives including the further rollout of Premier Inn’s Next Evolution Style room concept, the Force For Good sustainability program, and the regional launch of the elevated Premier Plus product.

“I am delighted to welcome Jennifer to our leadership team,” commented Simon Leigh, managing director at Premier Inn Middle East. “Her proven expertise, strategic insight, and strong focus on efficiency and growth will be key to strengthening our performance, enhancing the guest experience, and supporting our ambitious expansion plans as we continue to grow and innovate across the Middle East.”

Edwards said she is thrilled to join Premier Inn Middle East at such an exciting stage of growth. “I look forward to working closely with the team to elevate guest satisfaction, optimize operations, and drive positive change across the business.”

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Businesses need more OPEX skills

OPEX skills are among several capabilities modern businesses need more of to drive success and innovation, according to the PEX Report 2025/26.

Nearly two-thirds of surveyed organizations (61 percent) need more OPEX/process excellence skills to support business transformation and stay competitive, the report found. Other in-demand skills include artificial intelligence (AI) and digital transformation.

Meanwhile, access to required skills and talent was voted the sixth biggest business transformation challenge, cited by 31 percent of those polled.

“The findings line up with what I’ve seen time and time again,” commented Jeff Winter, digital transformation thought leader and Top LinkedIn Voice. “AI (especially recently), OPEX, and digital transformation top the list, not because they’re easy, but because they’re visible. They’re the goals everyone rallies around, but to really understand what is happening, you need to lift the hood.”

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