Whitbread Expands Budget Hotel Network in Central London with Victory House Acquisition, Offering Affordable Luxury and Boosting Tourism Growth

Published on December 1, 2025

Whitbread PLC, the UK’s biggest hotel operator and the owner of Premier Inn, has strengthened its position in Central London with the acquisition of Victory House, 30-34 Kingsway, WC2. This acquisition is an important step in Whitbread’s strategy to grow a network of affordable luxury hotels in key locations around the city. Offering cost-effective accommodation in prime urban destinations, Victory House will become part of the new ‘hub by Premier Inn’ brand. It offers modern, compact bedrooms catering for the needs of both business and leisure customers.

Enhancing London’s Tourism Offering with Hub by Premier Inn

The acquisition of Victory House is a key element of Whitbread’s strategy to meet the rising demand for affordable accommodation in Central London, a city that sees millions of tourists and business travelers each year. By converting this 45,000 sq ft office building into a 200-bedroom hotel, Whitbread will provide an efficient and accessible hotel option for budget-conscious travelers without compromising on comfort or convenience. Located near Kingsway, the property offers easy access to key areas such as Covent Garden, Theatre District, and Holborn, making it an ideal destination for both business visitors and tourists.

Sustainable Hotel Development: Focus on Eco-Friendly Practices

In line with Whitbread’s sustainability strategy, the new hub by Premier Inn at Victory House will prioritize eco-friendly practices throughout its development. The hotel will be all-electric, powered by energy generated from renewable sources. Additionally, the design will incorporate heat recovery systems and air source heat pumps to reduce energy consumption and minimize the hotel’s carbon footprint. This focus on sustainability aligns with the growing demand for eco-conscious travel options and positions Whitbread as a leader in green hospitality.

A Boost to Local Economy: Tourism Impact in Central London

The introduction of Victory House into the hub by Premier Inn portfolio will have a significant economic impact on the local tourism economy in London. The new hotel will contribute to the growth of the hospitality sector by attracting more domestic and international tourists, offering affordable yet high-quality accommodations in one of the world’s most visited cities. The proximity to business districts, cultural landmarks, and tourist attractions will make it an attractive option for a wide range of travelers.

By increasing visitor numbers, the new hotel will stimulate local businesses, including restaurants, retailers, and transport services. Moreover, employment opportunities will rise in the area, contributing to the local economy and strengthening London’s tourism sector.

Hub by Premier Inn: A Flexible, Affordable Option for Modern Travelers

Hub by Premier Inn is designed to meet the needs of modern travelers, particularly in cities like London where property prices are high. The brand offers compact rooms equipped with modern amenities such as free Wi-Fi, power showers, and comfortable beds, all while maintaining affordable prices. By combining efficient use of space with high-quality service, hub by Premier Inn provides a cost-effective option for visitors without sacrificing comfort.

The opening of Victory House will expand the brand’s presence in Central London, bringing the total number of hub by Premier Inn hotels to eighteen across key locations in the city. Future plans also include the development of a 690-room flagship hotel on Strand, next to Trafalgar Square, further solidifying Premier Inn’s commitment to offering affordable and comfortable urban accommodations in prime locations.

Expanding Whitbread’s Presence in Central London: Future Growth and Development

Whitbread’s continued investment in Central London underlines the company’s commitment to sustainable growth and expansion in one of the world’s most competitive hotel markets. In addition to the Victory House acquisition, Whitbread has made several significant investments in London since February 2025, acquiring four former office buildings for conversion into Premier Inn and hub by Premier Inn hotels. These developments collectively represent an investment of more than £100 million, highlighting Whitbread’s long-term strategy for expanding its presence in London and contributing to tourism growth in the city.

The transformation of office buildings into hotel spaces will not only increase the number of available rooms in Central London but will also support local economies by increasing tourist capacity and expanding employment opportunities in the hospitality sector.

A New Landmark for London’s Accommodation Market

Victory House will introduce a fresh, modern design to the Kingsway area, enhancing the urban landscape and offering a unique accommodation option for travelers. With its sustainable design, convenient location, and affordable luxury, it will set a new standard for budget hotels in London. The hotel will also serve as a landmark for the hub by Premier Inn brand, reinforcing Whitbread’s commitment to affordable yet high-quality accommodations in key urban destinations.

Whitbread’s Role in Shaping the Future of Tourism in London

The acquisition and conversion of Victory House into a hub by Premier Inn hotel marks a significant milestone for Whitbread and London’s tourism sector. This development further improves the Central London tourist accommodation offer to support the growth of tourism in a sustainable way and reinforces London’s position as one of the world’s premier tourist destinations.

With its commitment to sustainability, affordable accommodation options, and quality service, Whitbread is well-placed for continued success in London’s highly competitive hotel market. As tourism demand continues to rise, and with the city’s tourism infrastructure continuing to develop, Whitbread’s investments in London will increasingly play a crucial role in supporting the future growth of the industry, creating job opportunities, and contributing to the local economy for many years to come.

Image Source: Whitbread PLC