Premier Inn MENA on 1 November, will offer a unique experience for people of determination.
Held in the UAE for the first time, Purple Tuesday is an internationally recognised day that focuses on people of determination and celebrates them, by giving them importance.
With around 17% of the world expected to have some form of disability, the initiative will help in creating a seamless experience at hotels for people of determination and their families.
The campaign will begin with the 'Hidden Disability Sunflower Scheme', where people with disabilities that are not 'visible' will wear a globally recognised sunflower badge.
Mike Adams OBE, CEO of Purple and creator of Purple Tuesday said, "We are delighted to be welcoming Premier Inn MENA as one of our pioneer Purple Tuesday Partners in the UAE, working together to raise awareness across the hospitality industry about the importance of providing good quality, seamless customer experiences for people of determination and their families. If as part of the Purple Tuesday movement each hotel, restaurant or resort in the UAE made one improvement to accessibility and practice each year the impact will be significant for the disabled visitor. I look forward to building a long and sustainable partnership with Premier Inn MENA and their staff so that all people of determination guests have a top-quality customer experience."