Hotel and restaurant operator Whitbread has launched ambitious plans to expand its portfolio of Premier Inn hotels across the South East following a comprehensive review of its network requirements across Surrey, Kent and Sussex.
The business sees strong growth opportunities in these South East home counties, driven by the popularity of its own business and wider structural changes in the hotel market.
Heading up the push for network growth in the region is Whitbread’s acquisitions and development manager James Hall, who is looking to partner with councils, landowners, investment agencies and developers to identify suitable sites for new hotels and benefit from Whitbread’s investment.
Across the three counties, Whitbread is seeking six new hotel locations, including Rye in Sussex, Canterbury and Broadstairs in Kent, and Caterham, Weybridge and Leatherhead in Surrey. Further locations in Greater London are also being targeted for growth.
Premier Inn enjoys market-leading brand awareness across the UK, driving a year-round occupancy of above 80%.
The growth locations identified across the South East of England have been identified from company data showing where Premier Inn’s customers want to see new bedrooms.
James Hall said: “To the right opportunities, we can bring capital, development expertise, flexibility and experience to deliver new hotel locations for our customers.
“Whether it’s transforming vacant office space, reinvigorating town centre sites or purchasing a going concern, we are flexible in the sites we can acquire and have the capital to progress stalled developments.
“As we grow, we firmly believe budget hotels play a significant and positive role in supporting local economies. The presence of a Premier Inn not only benefits our customers, but also drives business to local restaurants, cafés, shops and attractions in the surrounding area year-round, helping to make successful places as well as attractive investments.
“I’m really looking forward to building new connections across Kent, Surrey and Sussex to capitalise on the fantastic opportunities for growth in these areas. Do get in touch with any opportunities that would suit a hotel use and benefit from Whitbread’s long-term investment.”
Whitbread currently offers its business and leisure customers a choice of more than 85,000 Premier Inn bedrooms across the UK and Ireland and believes there is the long-term potential for 125,000 rooms as the hospitality market in its two core markets continues to evolve.
The full list of target locations in Surrey, Kent and Sussex is below and the full details of Premier Inn’s development requirements are available here.
Sites within and outside of town centres, upwards of 100-bedrooms are sought in:
- Sussex – Rye
- Surrey – Caterham, Walton-on-Thames / Weybridge and Leatherhead
- Kent – Broadstairs and Canterbury
In 2024, Whitbread commissioned research firms IPSOS and Turley Economics to analyse the economic impact Premier Inn customers have on local and wider economies in the UK and Ireland.
The data, based on over 26,000 responses from Premier Inn guests staying in more than 350 locations, revealed that guests typically spend more than £140 per bedroom per night within their host community, with 26% of the sampled Premier Inn customers saying they would not stay in a location if the brand was not located there.
