Whitbread PLC, the team behind Premier Inn has acquired Victory House at 30-34 Kingsway and are sharing our proposals to convert it into a new hub by Premier Inn hotel.
This would be a high-quality, budget-friendly hotel at the heart of Midtown London, a short walk from Covent Garden, the West End, Lincoln’s Inn Fields and some of the city’s best theatres, restaurants, museums and universities.
Introducing the site
Victory House is an eight-storey office building sitting prominently on Kingsway. The site is in London Borough of Camden.
The building was constructed in the 1920s and has a striking stone front facade facing Kingsway. It has most recently been in office use, with the current occupants vacating in spring 2026. The office space no longer meets modern requirements, and this presents a real opportunity to bring a much-loved building back to life with a new use that benefits the local area.
The location is well connected in every direction:
Holborn Underground station is around a five-minute walk away, with access to the Central and Piccadilly lines
Covent Garden and the West End are immediately to the west
Lincoln’s Inn Fields, the largest public square in London, is a short walk to the east
The London School of Economics and several other universities are on the doorstep
London’s Theatre District, Trafalgar Square and the Strand are all within ten minutes on foot
Whitbread acquired Victory House freehold in December 2025, as part of its ongoing London expansion. Our intention is to convert the existing building into a hub by Premier Inn hotel of around 200 bedrooms, subject to planning consent from Camden Council.
About hub by Premier Inn
hub by Premier Inn is Whitbread’s compact hotel brand, designed for central city locations where space is at a premium but great value and quality matter just as much.
Launched on St Martin’s Lane in Covent Garden in 2014, hub by Premier Inn now has 18 hotels and more than 3,000 bedrooms across central London and Edinburgh. A further four London locations are currently under construction or in advanced planning, including a flagship 690-room hub on the Strand next to Trafalgar Square.
What makes hub different?
hub by Premier Inn delivers the same trusted quality as Premier Inn, in a more space-efficient room layout. Rooms are compact but carefully designed, with smart storage, quality beds and fast Wi-Fi. They’re available in standard, larger and universally accessible formats.