One of the things The Wharf Innovation In Business Awards 2016 aims to celebrate is the thriving, entrepreneurial spirit of east London’s smaller enterprises. And at a time when environmental pressure and market instability are rife as a result of the UK’s potential exit from the EU, one fact remains clear – innovation is key for companies looking to distinguish themselves from their competitors both here and abroad.

So what about the hotel industry? Tune Hotels, which operates eight properties in the UK including one in Canary Wharf , is the proud sponsor of the Small Business category at the awards and innovation is something the firm knows plenty about.

Read more: Enter The Wharf Innovation In Business Awards by June 23

Tune Hotels UK head of marketing Jane Keenan said the increased shift towards digital meant customers were able to make more informed judgements when it came to all aspects of their life, ranging from deciding who they should hire as an employee to choosing which hotel to book into.

“Mobile technology will continue to revolutionise the way people interact with businesses,” she said.

“Successful businesses will be aware of how everything is more accessible to the public and ensure they present the best possible public-facing service, regardless of industry.”

The hotel chain is best known for what it refers to as its “limited service” concept – customers only pay for what they need.

Read more: Everything you need to know about The Wharf Innovation In Business Awards 2016

This, according to Keenan, appeals to “savvy” clients on the hunt for value.

The company has five hotels in London, one in Edinburgh, one in Newcastle and another in Liverpool.

Each provides simple, uncluttered basics for a night’s stay, enticing business professionals, tourists and travellers to book into central locations at a reasonable cost.

Tune Hotels' West India Quay branch near Canary Wharf

The company is sponsoring the award because it sees innovation as key to the success of Britain’s smaller enterprises and in turn the wider economy.

“At Tune we champion small businesses, so we are delighted to be sponsoring this category at The Wharf Business Awards 2016,” said Jane.

“SMEs are a vital part of UK industry and we have the good fortune to be located beside some thriving business districts, such as the corporate hubs of Canary Wharf and Liverpool Street – right by London’s Silicon Roundabout.”

The firm’s network of hotels in London includes rooms that Tune has tailored for cost-conscious business professionals. And that’s something that the company will be looking for entries to demonstrate

Jane said: “When it comes to judging entrants, we will be looking at how they focus on the customer, how they market themselves and how they manage budgets.”

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