West Norfolk

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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Nestled on the Norfolk coast, this village boasts a stunning dog-friendly beach, famous striped cliffs and the Old Town Beach Cafe serving afternoon tea by the sea

If a peaceful coastal retreat is on your wish list, this charming village delivers seaside serenity in spades, along with plenty of spots to grab a decent cuppa.

Nestled along the Norfolk coastline, this quiet gem boasts a breathtaking beach and dramatic clifftops, offering sweeping vistas and a welcome escape from the daily grind.

Old Hunstanton sits shoulder-to-shoulder with its bigger neighbour, the more well-known resort of Hunstanton – also called New Hunstanton – but it would be a mistake to overlook it. Its unhurried charm appeals to those who’d rather skip the hustle and bustle of a busy seaside town, with leisurely strolls and striking striped cliffs to admire.

The undisputed highlight of the village is Old Hunstanton Beach, a gorgeous sandy stretch that warmly welcomes families and four-legged friends alike, perfect for a paddle when the sun deigns to make an appearance.

Indeed, its dog-friendly reputation is a major draw for keen walkers and visitors eager to give their pooches a proper run around. One tripadvisor reviewer said: “Old Hunstanton Beach is a top pick for dog owners. Dogs are welcome year-round with no leash required on the spacious sands, offering true freedom.”

“This likely reflects the beach’s size and a culture of responsible dog ownership. Enjoy the beautiful cliffs and calm waters with your happy dog by your side!”

Forming part of this stunning landscape are the cliffs, famously banded with three distinct colour layers – red, brown and white. Their striking natural stripes make the beach particularly eye-catching and are believed to represent a geological site of special interest dating back to the Cretaceous Period.

Another notable feature of the area is the historic Old Hunstanton Lighthouse, originally constructed in 1844, perched atop the renowned cliffs. This provides a delightful walk on a pleasant day and delivers breathtaking views across the region.

Café on the beach

Located on picturesque Old Hunstanton Beach, directly opposite the RNLI, is Old Town Beach Cafe, which offers a diverse menu championing locally sourced produce. For those seeking a more traditional pit stop, they also happen to dish up a lovely afternoon tea.

An afternoon tea right beside the sea sounds idyllic, yet it’s entirely achievable, with diners choosing lunch and breakfast options too. You can settle outside in the sand and gaze out at the blue shades of the rolling waves while you sip away.

One diner commented on Tripadvisor: “I visited the old boathouse café twice this week, once for breakfast and again another day for afternoon tea. It’s in a great location just on Old Hunstanton Beach, and the food and service is excellent. A really great place to call into after a walk on the beach.”

Another hailed the venue as an “outstanding little café Hunstanton” while someone else highlighted the spotlessness of the establishment.

One customer gushed: “Spotlessly clean throughout, lovely friendly staff, excellent quality, cater for gluten-free, freshly cooked, served piping hot, mega breakfast excellent as were homemade sweet potato patties gluten-free. Would definitely recommend.”