Whitbread launches new city hotel chain

 
Suzie Neuwirth

HOTEL group Whitbread today announced the launch of a new chain of city centre hotels, called ‘hub by Premier Inn’.

The concept will target major UK city centres such as London and Edinburgh, with the first hotel to open on St Martin’s Lane in London next summer.

The hotels will have an app so that customers can book and check in online, as well as pre-select their room temperature and light settings.

Whitbread has secured five sites - with a total of 1,000 rooms – to open in the next three years and is aiming to have around 40 ‘hub by Premier Inn’ hotels open or in the pipeline by 2018.

“'Hub' will work in tandem with Premier Inn, appealing to more price sensitive customers seeking quality accommodation in the heart of a city,” said Patrick Dempsey, Managing Director, Whitbread Hotels and Restaurants.

“It will enable us to broaden our customer appeal and further strengthen our competitive edge.”