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New hub by Premier Inn Brings £21.4 Million Investment to London's Brick Lane

24 February 2016

The only hotel in the world with rooms that can be controlled from your wrist using an Apple Watch opens third site in London

hub by Premier Inn opens the doors of its newest London hotel located in the cosmopolitan area of Spitalfields, on vibrant Brick Lane on February 27th 2016. The third of these next generation, technology based hotels will open after the hugely successful launch of hub Covent Garden in November 2014 and, most recently, hub Tower Bridge in December 2015. The new hub hotel will provide over £21.4 million to the local economy whilst creating 52 new year-round jobs for Londoners.

The brand new London Spitalfields, Brick Lane hub hotel has 189-bedrooms and is just a stone's throw away from the famous Old Spitalfields and Brick Lane Markets. With easy access to galleries, boutiques and festivals, and with Liverpool Street Station only minutes' walk away, the new hotel is the perfect pit stop for the 21st century traveller.

The new hotel concept has proven to be extremely popular with international guests, as well as those from the UK, all looking for an affordable, comfortable and modern place to stay in the heart of the city – whether for business or leisure. 

The exciting new addition to the hub portfolio offers an unrivalled digital experience where customers can use an app on Android, iPhone or Apple Watch to book, check-in, control lighting and room temperature or even control the rooms Smart TV. The hotel also has a ProvenDough Deli+Bar, which offers 20 breakfast combinations and more than 30 menu options throughout the day. 

The latest hub includes some great new features: including ‘hub bigger’* rooms for guests booking longer stays or guests who would like additional room space; and even ‘smarter’ smart TV’s that enable guests to stream and mirror content onto the TV from their tablets and phones. 

Both the expertise of the local hub team and hub’s bespoke local guide ‘Explore’ will prove invaluable in giving guests great recommendations for enjoying the city. Using the hub app and augmented reality, guests can watch the in-room map come alive with recommendations of restaurants, historic landmarks, museums and galleries right on the doorstep. 

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

"We're thrilled to be opening our third hub by Premier Inn at London Spitalfields. East London represents the city's diversity and is at the forefront of emerging arts, fashions and technologies. Here at hub we offer an unrivalled digital experience and we anticipate our guests will love this new location in this trendy and vibrant part of London.  

“We are also enthusiastic about developing the brand with further investment into London and Edinburgh in the coming months. The design and build of the new hub hotels must adhere to ever-changing technological and sustainability requirements. In order to stay at the forefront of the new technological age we have introduced even more digitally aided smart TVs which enable guests to use mirror screening". 

hub by Premier Inn is also due to open in Edinburgh by the end of February 2016 and there are plans for a further ten hotels - with another eight sites in London and two more in Edinburgh already secured. These sites include prime city centre locations such as Kings Cross, Westminster and Rose Street in Edinburgh. To get the best rates, visit hubhotels.co.uk. The hub by Premier Inn app is available to download at the App Store for iPhone and Apple Watch users, and Google Play for Android devices.

   

About hub

hub by Premier Inn is a new generation of smartly designed hotels in the heart of the city. The stylish compact rooms, featuring digitally enhanced connectivity, make hub by Premier Inn the smart choice for those looking for a contemporary and affordable hotel in a must have city centre location.

The brand’s first hotel opened on St Martin’s Lane, Covent Garden in November 2014 and has already won awards for its innovative technological design. hub attracts guests staying in the city for business or pleasure, striking a chord with digitally savvy city travellers, looking for a stylish modern base whilst they explore the capital.

In April 2015, hub by Premier Inn was awarded an ‘outstanding’ rating in Breeam’s environmental assessment – and is currently is the only hotel in the UK to have achieved this highest rating.

hub is a brand new concept hotel owned by Whitbread and is sister brand to Britain’s most loved hotel chain Premier Inn – which was named the UK’s top rated hotel chain by Which? recently.

hub by Premier Inn is due to open in Edinburgh and London Spitalfields, Brick Lane by the end of February 2016 and there are plans for a further ten hotels - with another eight sites in London and two more in Edinburgh already secured. These sites include prime city centre locations such as Kings Cross, Westminster and Rose Street in Edinburgh.

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