This compares to a rate of 69% in 2011-12, parent company Whitbread disclosed today while announcing an 11.3% rise in annual operating profits for its hotels and restaurants division to £446.9 million for the year to March 3. Premier Inn saw sales growth of 12.9% as Whitbread’s total revenue increased by 12% to £2.9 billion to give an overall profit up 5.8% to £387.3 million. Total occupancy reached 80.9%. Whitbread chief executive Alison Brittain said: "The benefit of offering a consistent quality room and value for money, combined with a good website, has enabled us to grow our direct digital distribution from 69% in 2011/12 to 86% in 2015/16. Get the full story at Travel Weekly