hub by Premier Inn
hub by Premier Inn is Whitbread PLC's compact, tech-enabled hotel sub-brand operating 14+ hotels across central London and Edinburgh, serving business and leisure travellers seeking value-priced rooms with touchscreen environmental controls, smart TVs, and monsoon showers in prime UK city-centre locations.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What hub by Premier Inn does
hub by Premier Inn is a compact, technology-forward hotel sub-brand owned by Whitbread PLC (UK-listed) and launched in 2014 with its first hotel in Covent Garden, London. It operates 14+ hotels concentrated in central London (locations include Camden, City Bank, Clerkenwell, Covent Garden, Farringdon-Old Bailey, Goodge Street, Kings Cross, Marylebone, Paddington, Shoreditch, Soho, Spitalfields Brick Lane, Tower Bridge, West Brompton, Westminster Abbey, Westminster St James's Park) and Edinburgh (Haymarket, Rose Street, Royal Mile). The brand targets business and leisure travellers seeking value-priced, well-located rooms in prime UK city centres where standard hotel rates are high, offering a 'smaller rooms, big locations' proposition distinct from the main Premier Inn line.
The underlying product is a compact guestroom built around IoT-grade in-room technology: a touchscreen control panel for lighting and temperature, a 40-inch smart TV with free Wi-Fi, a high-powered monsoon shower, pull-out desk, and underbed storage. Three sub-products exist — hub Standard Room, hub Bigger Room, and hub Ambient Rooms (window-free rooms with self-dimming back-lit boxes and circadian light wells). Distribution is multi-channel: direct via premierinn.com and mobile apps, indirect via three GDS platforms (Amadeus, Galileo, Apollo), a direct-connect XML API to PMS/CRS, six travel management company partners (Click Travel, ATPI, Clarity, Gray Dawes, Inntel, Roomex), and six technology partners (Atriis, Hotelhub, Vibe, Conferma, DerbySoft, Katanox).
The revenue model is per-night room rental with a five-tier rate architecture (Business Flex, Semi-Flex, Advance, Standard, Non-Flex) of varying refund and amendment flexibility, plus a £5/24h Ultimate Wi-Fi upsell. Corporate demand is captured through Premier Inn Business (free online booking tool, up to 15% off Flex for registered business users, serving 160,000+ companies) and Premier Inn Business Pay (Worldline-powered interest-free credit account up to 6 weeks, consolidated VAT invoicing). Hub does not publish segment-level revenue; it sits within Whitbread PLC alongside the 800+ Premier Inn estate, with parent-level international expansion ongoing in Germany (40 hotels, 40+ committed) and Dublin (5 sites secured).
hub by Premier Inn firmographics
Firmographics- Name
- hub by Premier Inn
- Legal name
- Whitbread PLC
- Website
- https://hubhotels.co.uk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- hub by Premier Inn is Whitbread PLC's compact, tech-enabled hotel sub-brand operating 14+ hotels across central London and Edinburgh, serving business and leisure travellers seeking value-priced rooms with touchscreen environmental controls, smart TVs, and monsoon showers in prime UK city-centre locations.
- Ownership category
- akta.pro rank
hub by Premier Inn industry classification
Industry- Product category
- Budget Hotel Accommodation
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)
- SIC
- Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Tech-Forward / Smart Lifestyle Hotels (THAGADAK)
- akta.pro secondary industries
- Micro-Hotels (THAGABAE), Urban Limited-Service Hotels (THAGABAH)
Keywords
Where hub by Premier Inn is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
hub by Premier Inn business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Hotel Room Accommodations: Revenue generated from renting compact hotel rooms to business and leisure travelers. Rooms are priced per night with rates varying based on demand, booking lead time, and location. Multiple rate options available including Business Flex, Semi-Flex, Advance, Standard, and Non-Flex with varying cancellation and amendment flexibility.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Business Flex rate - highest flexibility |
| Subscription | Pay-as-you-go | Semi-Flex rate - medium flexibility |
| Subscription | Pay-as-you-go | Advance rate - advance purchase |
| Subscription | Pay-as-you-go | Standard rate - low flexibility |
| Subscription | Pay-as-you-go | Non-Flex rate - least flexible |
| Subscription | Pay-as-you-go | Ultimate Wi-Fi upgrade |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
hub by Premier Inn product offering
Product offeringCore offering
hub by Premier Inn operates compact, smart hotel rooms in prime central London and Edinburgh locations, featuring touchscreen control panels for lighting and temperature, 40-inch Smart TVs, monsoon showers, and free high-speed Wi-Fi. The brand offers three distinct room types (Standard, Bigger, and window-free Ambient) aimed at business and leisure travelers seeking value-priced, technology-enabled city centre accommodation, with rates available through premierinn.com, the Premier Inn mobile app, and a corporate booking platform.
Product overview
hub by Premier Inn is a sub-brand of the Premier Inn hotel chain offering compact, smart hotel rooms in prime city centre locations (London and Edinburgh). The product portfolio includes hub by Premier Inn (compact smart rooms launched in 2014), ZIP by Premier Inn (essentials-focused business stays launched in 2018), and the parent Premier Inn brand. Business-facing offerings include Premier Inn Business (free online booking tool with up to 15% discount), Premier Inn Business Pay (interest-free credit payment solution), and Direct Connect API (XML-based booking integration for distribution partners). All properties offer free Wi-Fi with premium Ultimate Wi-Fi upgrades available. The platform provides multiple rate options including Business Flex, Semi-Flex, Advance, Standard, and Non-Flex rates with varying flexibility levels. Additional services include Amazon Lockers, CleanProtect cleaning protocols, and electric car charging infrastructure.
Differentiator
Problem solved
Functional benefit
Brands
- hub Standard Room: Compact rooms with comfy bed, monsoon shower, 40-inch TV, pull out desk and underbed storage.
- hub Bigger Room
- hub Ambient Rooms
- ZIP by Premier Inn
Products and services
- hub by Premier Inn (hotel brand)
- hub Standard Room
- hub Bigger Room
- hub Ambient Room
- Premier Inn Business
- Premier Inn Business Pay
- Direct Connect API
Quantifiable outcome
- 160,000+ companies trust Premier Inn for business travel
Companies that use hub by Premier Inn
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
hub by Premier Inn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
hub by Premier Inn partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Click TravelcoreClick Travel is a travel management company partner providing booking access to Premier Inn and hub by Premier Inn properties for corporate clients through their online booking tool.
- ATPI GroupcoreATPI Group is a global travel management company offering Premier Inn booking access through their corporate travel platform.
- Clarity Business TravelcoreClarity Business Travel provides corporate travel booking services with access to Premier Inn and hub by Premier Inn hotel inventory.
- Gray DawescoreGray Dawes is a travel management company partner enabling corporate clients to book Premier Inn accommodations.
- InntelcoreInntel provides hotel booking solutions and travel management services with Premier Inn inventory access.
- RoomexcoreRoomex is a travel management company offering booking access to Premier Inn and hub by Premier Inn for business travelers.
- AmadeuscoreMajor GDS platform providing global distribution access to Premier Inn and hub by Premier Inn hotel inventory for travel agents and TMCs.
- GalileocoreGDS platform enabling travel industry professionals to access and book Premier Inn accommodations.
- ApollocoreGDS platform (part of Nexum) providing Premier Inn booking access for travel management companies and agents.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
hub by Premier Inn competitors and assessment
Company assessmentEmerging players
- The Hoxton: The Hoxton is a boutique lifestyle hotel brand with urban locations in London and other major cities, competing for design-conscious millennial business and leisure travelers with hub at the upper-budget tier.
Direct peers
- easyHotel: easyHotel offers compact, no-frills rooms in prime city-centre locations across the UK and Europe — a budget micro-hotel concept targeting similar price-sensitive travelers as hub.
- Z Hotels: Z Hotels operates compact, well-designed city-centre rooms across UK cities at budget-friendly rates, directly comparable to hub's compact-room, prime-location model in London and other urban markets.
- Moxy Hotels (Marriott): Moxy is Marriott's compact, tech-enabled select-service brand targeting millennial business travelers in urban locations worldwide, with comparable small-footprint rooms and digital-first booking.
- citizenM: citizenM operates compact, tech-forward lifestyle hotels globally with touchscreen room controls and modular XL rooms — the closest direct competitor to hub's smart-room concept in the urban micro-hotel category.
- Yotel: Yotel runs compact, design-led urban hotels with adjustable SmartBeds and connectivity features, targeting similar price-sensitive business and leisure travelers in major cities including London.
- Motel One: Motel One is a German design-led budget hotel chain expanding across European city centres, with comparable compact but stylish rooms and a focus on business and leisure travelers in urban hubs.
Broad incumbents
- Premier Inn (parent brand): The parent Premier Inn brand operates 800+ UK budget hotels and serves as hub's broader incumbent sibling; it competes at the standard budget tier while hub targets the compact, tech-enabled niche above it.
- Travelodge: Travelodge is one of the UK's largest budget hotel chains with broad nationwide coverage, competing with hub for value-conscious travelers but without hub's compact tech-enabled positioning.
- Holiday Inn Express: Holiday Inn Express is IHG's limited-service compact brand with strong UK presence, offering comparable compact urban rooms with a global loyalty programme that hub lacks.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key highlights6 records
Customer concentration
hub by Premier Inn social profiles
Digital presencehub by Premier Inn financial estimates
Financial estimateRevenue estimate
Valuation estimate
hub by Premier Inn leadership team
Management profileNumber of profiles
hub by Premier Inn subsidiaries and ownership
Company hierarchySubsidiaries1 record
hub by Premier Inn funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
hub by Premier Inn M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about hub by Premier Inn
What does hub by Premier Inn do?
hub by Premier Inn operates compact, smart hotel rooms in prime central London and Edinburgh locations, featuring touchscreen control panels for lighting and temperature, 40-inch Smart TVs, monsoon showers, and free high-speed Wi-Fi. The brand offers three distinct room types (Standard, Bigger, and window-free Ambient) aimed at business and leisure travelers seeking value-priced, technology-enabled city centre accommodation, with rates available through premierinn.com, the Premier Inn mobile app, and a corporate booking platform.
Is hub by Premier Inn a public or private company?
hub by Premier Inn is a private company. It is classified as public and is currently operating.
When was hub by Premier Inn founded?
hub by Premier Inn was founded in 2014. It employs 101 to 250 people.
Where is hub by Premier Inn based?
hub by Premier Inn is headquartered in London, United Kingdom, in the Europe region.
How does hub by Premier Inn make money?
One revenue line is on record: hotel Room Accommodations.
Who are hub by Premier Inn's main competitors?
The Hoxton is listed as an emerging player. Direct peers are easyHotel, Z Hotels, Moxy Hotels (Marriott), citizenM, Yotel and Motel One. Broad incumbents are Premier Inn (parent brand), Travelodge and Holiday Inn Express.
Does hub by Premier Inn have an API?
Yes. Direct Connect is an XML-based API that connects booking tools to Premier Inn's PMS/CRS system, enabling real-time bookings, amendments, and cancellations. The API development process takes approximately 10 weeks. Available via online booking tools including Hotelbooker, SABS Corporate, and Concur. Also accessible via GDS platforms (Amadeus, Galileo, Apollo) with varying functionality. Developer documentation is at mailto:[email protected].
What industry is hub by Premier Inn in?
hub by Premier Inn's product category is Budget Hotel Accommodation. Its primary akta.pro industry code is THAGADAK, Tech-Forward / Smart Lifestyle Hotels, with a secondary code of THAGABAE, Micro-Hotels. Its NAICS code is 72111 and its SIC code is 7011.