Premier Inn is continuing its expansion in central London after acquiring another office building to convert into a hotel.
The budget hotelier has purchased Victory House in Kingsway, close to Covent Garden, which it plans to transform into a 200-room hub by Premier Inn property.
Whitbread, which owns Premier Inn, said it was the fourth major acquisition of former office buildings in central London during 2025.
These properties will add another 1,000 rooms to the hotel company’s London portfolio following conversion – Premier Inn currently has around 16,000 rooms in the UK capital. The Kingsway property is set to open in 2028 following its conversion.
Jonathan Langdon, senior acquisition manager for Whitbread, said: “The vision behind hub by Premier Inn is to offer all the great things about Premier Inn in the most central, accessible and exciting places.
“Kingsway is one of those stand-out locations being surrounded by London’s best entertainment, restaurants, cultural venues and institutions – somewhere we know our customers will want to stay.”
“It also rounds off an especially active year for Whitbread in central and inner London where we have made four significant purchases and lease commitments, collectively totalling more than £100 million of investment and adding close to 1,000 prime located rooms into our pipeline.”
Hub by Premier Inn was launched in 2014 as a sub-brand for hotels located in the centre of major cities. They feature smaller rooms than traditional Premier Inn properties.
There are already four new hub by Premier Inn properties in London currently under construction or going through the planning process, including a flagship 690-room hotel next to Trafalgar Square.