A new Premier Inn is set to open in a picturesque seaside location in the UK. The UK’s largest hotel chain, with over 840 locations, has confirmed its plans to establish a 108-bedroom property in Hunstanton on the North Norfolk coast, pending approval from the Borough Council of King’s Lynn and West Norfolk.
Whitbread PLC, the owner of Premier Inn, stated that discussions are underway with local planners for the design of the new hotel, with a formal planning application expected to be submitted later this year. The multimillion-pound Premier Inn will feature the brand’s latest guest rooms, including the popular ‘Premier Plus’ rooms, and a guest-focused restaurant, along with dedicated on-site parking spaces.
This upcoming hotel will be the first Premier Inn on the North Norfolk coast, following the opening of the Great Yarmouth Seafront Premier Inn in 2019. Additionally, Premier Inn has received approval to revamp its current Norwich Nelson hotel, transforming it into a larger 248-bedroom facility, student housing, a new public park, and an upgraded river walkway.
The proposed hotel aligns with a new ‘masterplan’ for Hunstanton, which is currently open for public consultation until July 27. The location for the new hotel is the Seagate East Car Park on Southend Road, strategically positioned just a short walk from the town’s South Promenade and attractions like SEA LIFE Hunstanton.
Hunstanton, a purpose-built Victorian seaside resort, is renowned for its distinctive striped cliffs, golden sands, and sand dunes. Notably, it is the only east coast resort in England that faces west, offering stunning sunset views over the sea.
Recognized for its excellent fish and chips eateries near the beach, Hunstanton was voted the UK’s best place for fish and chips and named one of the prettiest seaside towns by Time Out in 2025. Councillor Simon Ring expressed excitement about the new development, emphasizing the positive impact on Hunstanton’s tourism sector and the local economy.
Paul Smith, regional acquisitions manager for Whitbread, highlighted the significance of bringing Premier Inn to Hunstanton, citing the town’s appeal to visitors from the East of England and beyond. The addition of a Premier Inn is expected to enhance the town’s tourism offerings, providing quality accommodation and supporting local businesses and job creation.
Premier Inn emphasized that it has no agreements with national government departments to house asylum seekers in its hotels in the UK and Ireland. The brand also announced its ongoing search for potential new Premier Inn locations nationwide.
