Premier Inn Opens Second German Hotel in Hamburg
Whitbread-owned Premier Inn has opened its second hotel in Germany, a 182-bedroom city centre site in Hamburg. The opening is part of the company's strategy to establish a significant presence in the German market.
Whitbread-owned Premier Inn has opened its second hotel in Germany, a 182-bedroom city centre site in Hamburg. This launch positions the company closer to its goal of operating approximately 20 hotels in the country by the end of 2020, aiming to become one of Germany's largest branded hotel chains.
The new Hamburg hotel is situated near the city's main train station and major attractions, with the company hoping it will achieve similar popularity to its first German hotel in Frankfurt. The Frankfurt property has consistently been ranked number one in the city by guests on TripAdvisor since its opening in 2016.
Premier Inn's expansion into Germany, a market traditionally dominated by smaller, independent operators, is a key part of Whitbread's international growth strategy. The company plans to have hotels in all of its top 10 target cities across Germany, including Berlin, Cologne, and Stuttgart.
Following the Hamburg opening, Premier Inn plans to launch two further hotels in Munich later this year and at least 15 more openings during 2020. These will include the rebranding of 13 trading hotels acquired from Foremost Hospitality Group GmbH.