Whitbread has unveiled plans for a new Hub by Premier Inn hotel close to Trafalgar Square.
The group has acquired 5 Strand, a freehold property within a few minutes’ walking distance of both Charing Cross station and Trafalgar Square.
Subject to planning permission the building will be converted into a Hub by Premier Inn hotel featuring a Bar and Block steakhouse restaurant, with an opening date slated for 2027.
The development represents a total investment of over £200 million including construction and related costs.
Premier Inn launched the Hub brand in 2013, with the first property opening in Covent Garden the following year.
There are currently 14 Hub hotels in operation across central London and Edinburgh, with several more under development in locations including Farringdon Road and Camden High Street.
In 2020 an 89-room Hub property opened Lillie Road, opposite the Earls Court development site and close to London’s West Brompton station.
Features of the brand include “compact” rooms (about half the space of a standard Premier Inn room, although Bigger Rooms are also available), with technology including smart TVs, ensuite shower rooms, pull out desks and free wifi.
For our review of the Hub by Premier Inn London City Bank (published in 2019), see:
Commenting on the news Whitbread’s CEO Alison Brittain, said:
“I’m delighted that we’ve been able to acquire this iconic location, which is set to become our latest hub by Premier Inn hotel. It is in a prime position and is perfect for the hub brand which is continuing to perform well.
“The purchase reinforces our confidence in the long term potential of the London market, the hub by Premier Inn brand and the growth prospects of our UK business.”