Whitbread has announced the launch of its new hotel concept, 'hub by Premier Inn'.

The new concept will target major UK city centres such as London and Edinburgh, with the first 'hub by Premier Inn' to open on St. Martin's Lane in London in summer 2014.

'hub by Premier Inn' is a new generation of compact, city centre hotel with ingenious, contemporary room design and excellent connectivity that will offer good value for money and appeal to customers who value price, location and design over space.

At 11.4 sq.m a 'hub' room is compact, and every centimetre is optimised with a desk that folds into the Hypnos pocket-sprung bed, luggage storage under the bed, an en suite bathroom with power shower, free wifi and a 40” inch smart screen TV.

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'hub by Premier Inn' will be the UK's first hotel with its own app, letting customers control their hotel experience. The 'hub' app means customers can book and check in online, as well as pre-select their room temperature and light settings. They can even choose which TV or radio channel they want playing in their room when they arrive and stream content from their phone or tablet direct to their TV.

When it comes to drinking and dining, 'hub by Premier Inn' will have its own deli-style restaurant with plans to source produce from local suppliers. Guests will be able to pre-order breakfast using their 'hub' app.

Patrick Dempsey, Managing Director, Whitbread Hotels and Restaurants commented: "Premier Inn has played a leading role in shaping the budget hotel market and we believe 'hub' will do the same for a new generation of compact city centre hotels. 'hub' will work in tandem with Premier Inn, appealing to more price sensitive customers seeking quality accommodation in the heart of a city. It will enable us to broaden our customer appeal and further strengthen our competitive edge."

Whitbread has secured five sites (around 1,000 rooms) to open in the next three years and is targeting to have around 40 'hub by Premier Inn' hotels (6,000 rooms) opened or in the pipeline by 2018. 'hub by Premier Inn' will have 25% lower build and operating costs compared to a Central London Premier Inn, and its smaller room format gives access to a broader range of buildings in city centres.

(CD)