hub by Premier Inn is our new generation of compact, city-centre hotel with an ingenious, contemporary room design and excellent connectivity.

Issue
In 2014, Whitbread, owner and operator of Premier Inn, spotted a gap in the market for a new style of urban hotel chain. IM London were brought in to develop the concept, name, identity and branding after conducting extensive market research.

Insight
Aimed at well-travelled, tech-savvy customers, the brand stands out with a simple, playful and distinctive acid-green identity.

Idea
Comfort and style are assured thanks to an ingenious, contemporary room design and excellent electronic connectivity. Every centimetre of the 11.4 sq.m hub room is optimised thanks to clever design ideas, such as an extendable desk, luggage storage under the bed, free Wi-Fi, a 40” smart-screen TV and an en-suite bathroom with shower – complete with a Duschplan shower surface from Kaldewei. Control is at the fingertips of the hotel guests, who by means of the UK’s first dedicated budget-hotel app, can book, check in and pre-select the room temperature and lighting. Guests can pre-order breakfast using the app, stream content from their phone or tablet direct to the room’s TV and even choose which TV or radio channel they want playing in the room on arrival.

Impact
Simon Ewins, Chief Operating Officer for hub by Premier Inn, comments:

“We are enthusiastic about developing the brand with further investment into major cities. The design and build of the new hub hotels adhere to ever-changing technological and sustainability requirements, progressively competing at the forefront of our new technological age".