A range of new generation compact, city centre hotels is to be created by budget chain Premier Inn.
The ‘hub by Premier Inn’ will appeal to people who value price, location and design over space, according to parent company Whitbread.
‘Hub’ bedrooms will be 11.4 square metres and every centimetre will be optimised, with a desk that folds into the bed, luggage storage under the bed, an en suite bathroom with power shower, free wi-fi and a 40″ inch smart screen TV. Rooms will cost 25% less than current Premier Inn rates, according to Harrison.
The new-look group will have its own app allowing customers to control their hotel stay in advance.
The ‘hub’ app will allow guests to book and check in online, as well as pre-select their room temperature and light settings.
They can even choose which TV or radio channel they want playing in their room when they arrive and stream content from their phone or tablet direct to their TV.
The properties will have a deli-style restaurant with plans to source produce from local suppliers. Guests will be able to pre-order breakfast using the app.
The new concept will target major UK city centres such as London and Edinburgh, with the first 167-room ‘hub by Premier Inn’ to open on St Martin’s Lane in London in summer 2014.
Whitbread has secured five sites to open 1,000 rooms in the next three years. It aims to have around 40 ‘hub by Premier Inn’ hotels representing 6,000 rooms opened or in the pipeline by 2018.
They will have 25% lower build and operating costs compared to a central London Premier Inn, and the smaller room format gives access to a broader range of buildings in city centres.
Whitbread Hotels and Restaurants managing director Patrick Dempsey said: “Premier Inn has played a leading role in shaping the budget hotel market and we believe ‘hub’ will do the same for a new generation of compact city centre hotels.
“‘Hub’ will work in tandem with Premier Inn, appealing to more price sensitive customers seeking quality accommodation in the heart of a city. It will enable us to broaden our customer appeal and further strengthen our competitive edge.”
Whitbread chief executive Andy Harrison added: “‘Hub by Premier Inn’ will reinforce the achievement of our 75,000 UK rooms milestone by 2018 and provide us with another exciting new growth platform.
“With substantial operating and commercial synergies from the Premier Inn network, we are confident that ‘hub’ will deliver good returns for our shareholders.”