The Premier Inn

The town has been named among the prettiest in the UK, and there are now plans to turn part of a ‘under-utilised’ car park into a modern Premier Inn that’s just steps from its golden sandy beaches

A brand-new Premier Inn is headed for a seaside location that has been named among the prettiest in the UK.

The UK’s largest hotel chain, which already boasts over 840 locations, confirmed that it’s coming to Hunstanton on the North Norfolk coast with a 108-bedroom property on the town’s Southend Road, subject to planning permission.

In a statement, Whitbread PLC, which owns Premier Inn, confirmed: “The company is in early discussions with planners at the Borough Council of King’s Lynn and West Norfolk on the design of the new hotel, with a planning application expected to be submitted in the autumn.”

It also revealed: “The multimillion-pound Premier Inn will feature the brand’s latest guest bedrooms, including its popular enhanced ‘Premier Plus’ rooms, and guest-focused restaurant alongside dedicated on-site guest car parking spaces.”

The planned hotel would be the first from the chain on the North Norfolk coast. Premier Inn’s last opening in the county was the Great Yarmouth Seafront Premier Inn, which opened its doors in 2019. Premier Inn was also recently granted permission to redevelop its current Norwich Nelson hotel, which will include a new, larger 248-bedroom Premier Inn, student accommodation, a new public park, and an upgraded public river walkway.

The new hotel comes amid a proposed ‘masterplan’ for Hunstanton, which is currently undergoing a consultation until July 27. Its objectives include “promoting and diversifying the town’s tourist offer”.

Part of a car park described as ‘a generally underutilised area’, Seagate East Car Park on Southend Road, is the proposed site of the new hotel. Whitbread clarified: “The coach park and the Honeystone Public House car park do not form part of the proposed development site.” This location is just a three-minute walk from the town’s South Promenade and attractions such as SEA LIFE Hunstanton.

Hunstanton is a purpose-built seaside resort, dating back to Victorian times, famous for its unique striped cliffs, fine golden sands, and soft sand dunes. It’s also the only east coast resort in England facing west, meaning you can watch spectacular sunsets over the sea.

The town was recently named the UK’s best place for fish and chips thanks to the number of chippies close to the beach, many of which have won awards. It was also dubbed one of the UK’s prettiest seaside towns by Time Out in 2025.

Councillor Simon Ring, deputy council leader, said: “This is huge news for Hunstanton, the culmination of years of discussions between the council and Premier Inn, and I’m so proud the agreements are finally in place, subject to formal planning consent.”

He added: “The detailed designs, of course, will come out through the usual planning process and consultation. But the sheer fact that the UK’s largest hotel chain wants to invest in Hunstanton is a vote of confidence in the resort’s future, placing us alongside Norfolk’s other big visitor destinations, and this investment and new facility will hopefully act as a catalyst for further money, guided by our Masterplan.”

Paul Smith, regional acquisitions manager for Whitbread, said in a statement: “Hunstanton is one of the UK’s best-known seaside destinations and a place we’ve wanted to bring Premier Inn to for some time. It attracts visitors from across the East of England and beyond, yet it does not currently offer any branded hotel rooms to visitors.

“We believe a Premier Inn in Hunstanton would be a great addition to the town’s tourism offer, providing visitors with the quality, value and reliability they expect from the UK’s leading hotel brand while helping to support local businesses, jobs and year-round economic activity.”

Premier Inn’s statement also said: “In launching the plans, Whitbread has confirmed it does not have any agreements with national government departments to house asylum seekers at any of its trading Premier Inn or hub by Premier Inn hotels in the UK and Ireland.”

The brand also said it was looking for further potential Premier Inn locations across the country.

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The ‘UK’s poshest Premier Inn’ has all of the perks of a budget stay, but there was one feature that impressed me before I’d even dropped off my bags

I checked into the ‘UK’s poshest Premier Inn’, and was impressed before I even got to my room.

As the UK’s largest hotel chain, Premier Inn promises a restful night’s stay in more than 85,000 rooms across the country in over 800 locations. Owned by Whitbread, the brand is known for its budget-friendly accommodation, plush white crisp beds, and those iconic Lenny Henry adverts that are hard to forget.

Offering even more choice to Brits, they’ve expanded even further with Zip by Premier Inn and hub by Premier, which provide smaller rooms at a lower price. While they might be more compact, they certainly don’t compromise on comfort.

One hub has even earned a reputation as the ‘UK’s poshest Premier Inn’, despite only opening in February this year. Its location in a former Victorian Old Bailey in the heart of London might just have something to do with its label, that and its trendy interiors that could easily compare to an independent boutique, as I found out.

Finding a hotel in London can be somewhat of a minefield, with thousands to choose from, so when the hub by Premier Inn London Farringdon (Old Bailey) hotel popped up, I was intrigued. Not only was it nestled in a lively and convenient area of central London, with plenty of amenities nearby, but it also proved to be much more than a hotel.

That’s because this particular hub, or hotel, is housed inside the former Snow Hill Police Station, a 1870s Grade II-listed building that combines its original Victorian features with contemporary interiors for a unique and affordable stay. With rooms starting from £75, you can’t fault the price, and as soon as I peered up at the historic Old Bailey and walked through its grand doors, it felt far from a budget hotel.

What really stood out among its authentic features was the striking white-tiled stairway, with tall ceilings, arched windows, and a concrete floor that made me feel as though I was about to turn myself in rather than check in. It even boasted a historic blue, square police lantern that once guided residents to the station.

It genuinely felt as though I had travelled back in time as its heritage permeated every corner. It was only when I reached reception that I remembered it was a hotel, as its modern design gleamed throughout.

Just to the side of the front desk is a communal lounge where guests can unwind on one of its elegant sofas and armchairs. Beneath its white, ornate ceiling, the space is thoughtfully divided by a metal shelf adorned with vibrant cases and plants, making it feel like a home from home.

There’s also a bar serving up drinks and a dining area where breakfast is served up – I was even able to get my hands on one of their pizzas when I returned to the hotel at 1am – what more could you want?

For my stay, I checked into one of their standard rooms, boasting a double bed and en-suite. While it was compact, it certainly made full use of the 11sqm space I would call home for the night.

There was storage under the bed big enough for a large suitcase, alongside a pull-out drawer, and opposite a small desk area with even more space to keep bags out of the way, shelves and a built-in wardrobe without a door. Even the glass-door bathroom with its green tiles made use of its space, with the bin tucked neatly out of the way.

The double bed was fixed up against the wall to maximise the room, with the wall decorated in a funky London map, and the duvet neatly rolled up at the foot of the bed – perhaps to really show off its clever simplicity. There was even a small shelf beside the bed, along with plug sockets, to easily charge and store personal items.

And in its easy and efficient manner, the lighting and air conditioning are electronically controlled – so there was no need for me to wander around the room in the dark. The hub was the ideal place to spend a night in London, and I felt safely tucked away in my pod-like room, proving that you don’t have to sacrifice comfort, but perhaps just a little bit of space to secure a bargain stay.

Plus, not many people can say they’ve stayed in a former police station, or what I can now agree, is the UK’s poshest Premier Inn.

Rooms start from £75 a night. For more information or to book your stay, visit the hub by Premier Inn website.

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