Crafted with you in mind,
for your peace of mind.

A loyalty scheme specially created for our trainers

Welcome to Trainers’ Club. A loyalty scheme from De Vere that supports and rewards our trainers with great benefits you won’t find anywhere else.

We’ve designed every part with you in mind. To ensure each training session runs as smoothly as possible, whilst rewarding you with exciting perks at De Vere hotels across the UK, each home to our new meetings & events service, Smart Space.

With everything from free room upgrades, to unlimited tea and coffee and free use of our leisure clubs all year round; running your training events has become all together more rewarding.

And because we like to keep things simple, you’ll automatically get all the extra benefits of Applause, which rewards you with exclusive perks when you stay over, and Showtime, our scheme for training and corporate event bookers.

Join the club to enjoy:
Even smarter benefits

Enjoy the benefits of Smart Space, including inspiring outdoor spaces, tech savvy support, and healthy body and mind experts.

Spaces just for you

Everybody works differently. That’s why we always make up your training and hotel room exactly how you like it.

Arriving happy

With priority parking, you can arrive near the entrance, where your Conference Host will help you bring in everything you need.

Upgrading your stay

Hold your event with us and you’ll be upgraded to a more luxurious room with fresh fruit, and mineral water.

Dining in your own space

Relax in the comfort of your room, with no room service fee.

Bring your partner along for free

Why not make your event feel a little less like work by inviting your partner to come and stay with you for free?

Staying energised all year round

Stop by anytime to enjoy a free speciality tea or coffee, and use of our leisure clubs.

Applause and Showtime

You’ll be automatically signed up to our loyalty club Applause to get up to 15% discount on leisure stays, as well as Showtime to earn points and get free cinema tickets when you make an event booking.

Got a question? Our FAQs below might help. If not get in touch by sending us an email.

Make a booking:
View terms
View FAQs

These are the terms and conditions of the Trainers’ Club loyalty programme for the Principal Hotel Company (“Terms”). By joining the Trainers’ Club (“Membership”) and using your Membership, you agree to these Terms.

Please read these Terms carefully, paying particular attention to clause 7 (which sets out the extent of our potential liability in relation to the Trainers’ Club) and clause 5 (regarding our right to vary these Terms from time to time).


1.    Introduction

1.1. Principal Hotel Company (“we”, “us” and “our”) is the trading name of a collection of companies which own and/or operate luxury hotels and conference venues. For details of our group please visit our website:

1.2.    The Trainers’ Club is a free loyalty programme which provides trainers with benefits when running training events at one of our hotels. The Trainers’ Club is operated by Principal Hotel Company on behalf of the group and associated companies.


2.    Contact us

If you wish to contact us regarding the Trainers’ Club, you can reach our customer service team by emailing


3.    Membership

3.1.    To receive the Trainers’ Club benefits you must register as a member. Membership is provided free of charge and you register online at After your registration has been approved, you will receive a welcome email and pack posted to your registered address with information about your Membership.

3.2.    Members are required to provide their personal details in order to register. This personal data will be processed in accordance with our data protection policies (please see clause 6 for further details). You can update your personal details at any time by accessing your online account.

3.3.    Membership of the Trainers’ Club programme is only open to individual guests aged 18 or over.

3.4.    Companies, legal entities and other organisations are not able to join the Trainers’ Club programme.

3.5.    Your Membership (and Trainers’ Club benefits) are personal to you and cannot be transferred or assigned to anyone else.

3.6.    If you wish to terminate your Membership please contact us using the details set out in clause 2.


4.    Trainers’ Club

4.1.    Membership benefits include a complimentary room upgrade, bringing your partner for free (and a free breakfast for your partner), priority parking (where available), a meeting and hotel room which matches your preferences (where available) and no room service tray charge. In addition, your membership entitles you to free use of our leisure clubs and free tea and coffee anytime with the detail and restrictions set out in clause 4.2

4.2     Free tea and coffee will be available from the refreshment stations, coffee stations and retail outlets, and there is no limit to the free number of drinks you’re entitled to each day. All you need to do is present your membership card to the Barista. This offer excludes the restaurants and bars. You’ll be able to order free tea and coffee for yourself, drinks for guests aren’t included.

4.3 You’re entitled to free use of the Leisure Club facilities any time, any day of the week. All you need to do is present your membership card to the leisure staff. The use of Leisure Club excludes our spa and golf facilities.

4.4.    To receive a Trainers’ Club benefit you must:
4.4.1.    be a member of the Trainers’ Club; and
4.4.2.    book directly with us or via a third party (such as a hotel comparison website). 

4.5.    If you are also a member of the Showtime Rewards and/or Applause Rewards schemes’ benefits, you will have to book direct book directly with us (whether over the phone, on our website or via your account) to receive those benefits. Bookings made via a third party (such as a hotel comparison website) will not qualify for Applause and Showtime Rewards benefits, even if you are a member. To view the full set of Applause Rewards Terms and Conditions, visit To view the full set of Showtime Rewards Terms and Conditions, visit

4.5. Membership benefits (including room upgrades and free use of the leisure facilities and tea & coffee and) have no cash value and cannot be redeemed, refunded or exchanged. 

4.6. In the event of a dispute over your entitlement to a Trainers’ Club benefit, our decision will be final. 

5.    Changes to the Trainers’ Club or these Terms

5.1.    The Trainers’ Club is provided at our discretion and we reserve right to change or cancel any part of it (including the benefits of the programme or these Terms). 

5.2.    We will normally only make changes to the Trainers’ Club programme to provide you with improved benefits, but there may be situations where we are required to make changes due to circumstances outside our control.

5.3.    Any significant changes to the Trainers’ Club or these Terms will be notified to you by email or posted our website.

5.4.    The Trainers’ Club is provided free of charge and we will not be liable for any costs, damages or losses which arise out of or in connection with the loyalty scheme (or any part of it) being varied or cancelled.


6.    Data protection

6.1.    In order to provide you with Membership of the Trainers’ Club (and the benefits that entails) we will need to collect and process personal data (as defined under applicable data protection law). We take great care to protect the privacy of your personal data and will only use it as permitted under these Terms and applicable law.

6.2.    We collect personal data you provide to us (e.g. when registering as a member or communicating with us) and also data which we generate or which is provided to us by third parties (e.g. subcontractors or business partners). We use your personal data to perform our obligations and exercise our rights under these Terms and, where applicable, to provide you with other services (e.g. processing bookings and payments).

6.3.      Unless you choose to opt out, we may also use your personal information to keep you up to date on the Trainers’ Club programme and to inform you about other relevant products/services offered by us which may be of interest to you. 

6.4.    Where we process sensitive personal data (e.g. health information relating to dietary requirements), we will only use it for the purpose for which it is collected and we will not use it for marketing purposes. 

6.5.    Your personal data may be stored by us or our partners, and this may result in it being transferred outside of the European Economic Area.

6.6.    If you wish to opt out of marketing communications or you would like to access or correct any of your personal data we hold then you can do so by emailing or (where applicable) using the unsubscribe link on marketing emails or updating your preferences using your online account.

6.7.    Further information on how we use and protect your personal data can be found in our privacy policy at

7.    Our liability

This clause sets out the extent of our potential liability to you therefore please read it carefully. Please also note the exclusions set out in clauses 5.4 and 8.4.

7.1.    Nothing the remainder of this clause 7 excludes or limits our liability where it would be unlawful to do so (including liability for death or personal injury caused by our negligence or the negligence of our employees, agents or subcontractors; for fraud or fraudulent misrepresentation).

7.2.    Subject to clause 7.1 above, we will not be liable to you for any indirect or consequential loss or for any loss or damage (whether direct or indirect) which arises out of or in connection with: 
7.2.1.    the acts or omissions of third parties;
7.2.2.    the provision, non-provision or availability of the Trainers’ Club benefits; or
7.2.3.    the cancellation or variation of the Trainers’ Club (or any part of it).

8.    Termination

8.1.    We may terminate your Membership immediately if:
8.1.1.    you breach any of these Terms; 
8.1.2.    we reasonably believe that your Membership is being misused or used by another person; or
8.1.3.    we reasonably believe your continued Membership may result in damage to us, our brand or our reputation.

8.2.    You may terminate your Membership at any time by contacting us (using the details set out in clause 2).

8.3.    In the event the Trainers’ Club is cancelled then your Membership will automatically terminate.

8.4.    Under no circumstances shall we be liable to pay you any compensation or damages as a result your Membership being terminated. 


9.    General

9.1.    We may transfer our rights and obligations under these terms to another organisation. You may not transfer any obligation or benefit under these Terms to another person without our written consent.

9.2.    All intellectual property rights relating to the Trainers’ Club programme (including our logo) are reserved to us and our licensors, and nothing in these Terms shall grant or assign any right, title or interest in such rights. 

9.3.    A delay or failure to enforce any provision in these Terms shall not constitute a waiver of that right or remedy, or of any preceding, subsequent or continuing breach.

9.4.    If any part of these Terms is held (to be invalid or unenforceable, the validity of the other provisions (and the remainder of the provision in question) shall be unaffected. 

9.5.    The agreement relating to your use and Membership is between you and us and is not intended to confer a benefit on any third party. The Contracts (Rights of Third Parties) Act 1999 is excluded.

9.6.    These Terms are governed by English law and any disputes arising out of or in relation to them (including non-contractual disputes) must be brought in the English courts.

Frequently asked questions

Q. I’ve registered, what happens next?

View answer

After you’ve filled out the registration form, we’ll check your details and will email you to let you know that you’re a member and your card has been posted to your address. 

Q. I’m already a Trainers’ Club member, do I need to do anything?

View answer

You can sit back and relax as we’ve automatically enrolled you into the group-wide version of the scheme and your membership card has been posted to your registered address. But if you’d like to check, get in touch with us at

Q. I’ve lost my membership card, can I get a new one?

View answer

Yes, we’ll post you a new card. Let us know you need one by emailing

Q. I’d like to update my training room preferences, how do I do that?

View answer

Get in touch with us at and we’ll update your profile. 

Q. How do I sign up to Applause and Showtime Rewards?

View answer

One of the great benefits of Trainers' Club is that you'll also be automatically enrolled onto both Applause and Showtime, so we can make your experience with us even more rewarding. You will be able to access both memberships from your new online account - log-in to your account here.

Q. My colleague makes event enquiries and confirms bookings on my behalf, will I get the Showtime benefits?

View answer

Showtime is an automated scheme which rewards the person who makes the enquiry and confirms the booking, if that’s a colleague they’ll get the benefits. With 1 point for every £1 spent, as well as two free cinema tickets for enquiries, there’s plenty to go around.  

Q. I’d like to make a hotel room booking for leisure and take advantage of the Applause 10 – 15% discount, how can I do this?

View answer

You can book a hotel room online, by calling the Applause booking line on 0333 029 1288 or directly at the hotel. 

Q. I’d like to bring a partner, what’s included?

View answer

Their stay in your room and breakfast each day is included; just make sure you give their name to reception when you check-in. 

Q. Does the free tea and coffee include any restrictions?

View answer

Free tea and coffee will be available from the refreshment stations and retail outlets, and there is no limit to the free number of drinks you’re entitled to each day. All you need to do is present your membership card to the Barista. 

This offer excludes restaurants and bars and you’ll be able to order for free drinks for yourself, but drinks for guests aren’t included.

Q. Does the free use of leisure clubs come with any restrictions?

View answer

You’re entitled to free use of the Leisure Club facilities any time, any day of the week. All you need to do is present your membership card to the leisure staff. The use of Leisure Club excludes our spa and golf facilities.

Q. How does the sale of the Principal properties affect your Trainers’ Club account?

View answer

View Trainers' Club FAQs

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