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James Hall, Whitbread’s Acquisitions and Development Manager – Image Credit Whitbread
Whitbread aims to expand its Premier Inn and hub by Premier Inn brands by adding over 2,200 rooms across 17 locations in Outer London.
Whitbread has announced plans to expand its Premier Inn and hub by Premier Inn brands by targeting more than 2,200 additional rooms in Outer London. This expansion will focus on 17 specific locations, marking the first new Premier Inns in the area since 2022.
The company has identified strategic growth opportunities in Outer London, and James Hall, Whitbread’s Acquisitions and Development Manager, will lead the initiative. Hall will collaborate with local councils, landowners, investment agencies, and developers to secure suitable sites for new hotel developments.
The targeted locations for this expansion include:
- Peckham Rye and Canada Water / Surrey Quays in Southwark
- Acton and Greenford Station in Ealing
- Stockwell Station and Streatham in Lambeth
- Silvertown and Stratford in Newham
- Abbey Wood
- Beckenham
- Clapham Junction
- Finchley
- Golders Green
- Old Oak Common
- Twickenham
- Walthamstow
- West Hampstead
- Woodford Green
The decision to expand into these areas is based on data showing strong demand among Premier Inn’s customer base for new accommodations in these locations. Whitbread’s strategy involves leveraging its existing relationships and building new partnerships to drive this growth.
In addition to the Outer London expansion, Whitbread has commissioned research from IPSOS and Turley Economics to assess the economic impact of Premier Inn customers on local economies in the UK and Ireland. The findings indicate that guests typically spend £143 per bedroom per night in the local community, with city centre and inner London locations seeing the highest spending due to proximity to dining and entertainment options.
Currently, Whitbread operates over 85,500 Premier Inn rooms across the UK and Ireland. The company has set a goal to expand its network to 98,000 rooms by 2030, including plans to add 3,500 rooms through extensions of existing properties. Whitbread’s long-term objective is to reach 125,000 rooms.
This expansion is part of Whitbread’s broader strategy to grow its presence in key markets and meet increasing demand from both business and leisure travelers.
