New hub by Premier Inn for South London
Adaptive reuse meets location-driven expansion
Whitbread has secured the freehold of Dorset House, a 90,000 sq ft vacant office block in London's Southbank district, with plans to retrofit the nine-storey structure into a circa 400-bedroom hotel under the hub by Premier Inn brand. Subject to planning approval, the project will bring the brand to the south side of the Thames for the first time, expanding Whitbread's network of compact city-centre hotels.
Strategic expansion through office-to-hotel conversions
The planned Dorset House conversion reflects Whitbread's wider strategy of repurposing vacant commercial assets in core urban areas. In 2025 alone, the company has also secured sites in Holborn and Vauxhall, both of which involve similar office-to-hotel redevelopment.
Such conversions allow operators to meet high demand for affordable accommodation in dense city locations while avoiding the longer lead times and higher costs of new-build projects. The strategy aligns with broader urban regeneration policies and planning priorities in cities like London.
Sustainability and growth alignment
The project also fits into Whitbread's broader Force for Good sustainability framework. From 2025, all Whitbread-owned hotels will be powered by renewable electricity. The group has also committed to reducing water consumption per sleeper by 20% by 2030.
As part of its long-term growth plan, Whitbread aims to expand its room count from 85,500 to 125,000 across the UK and Ireland, with London remaining a central focus.
Whitbread's expansion south of the Thames via the Dorset House project underscores how strategic location, sustainability, and adaptive reuse are converging to shape future hotel development in major urban markets. The approach enables rapid delivery, aligns with ESG goals, and meets the evolving expectations of both business and leisure travellers.
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