The hotel, which will be built on the site of the former Sports Direct store on the corner of Camden High Street and Delancey Street, will be Whitbread’s second Hub by Premier Inn hotel in the borough of Camden on opening.
The permission allows Demar Holdings to demolish the current retail building on the site and create a four and five storey brick hotel building in its place. A ground-floor retail space and three apartments for social affordable rent also form part of the development.
Whitbread has been expanding its network of Hub by Premier Inn hotels since launching the brand in 2015, with hotels opening and trading in nine locations across London and three locations in Edinburgh. A further five London sites are also on-site or in planning.
The Hub by Premier Inn brand features “compact” bedrooms, with Smart TV’s and through-the-day ‘lounge’ dining and bar offering.
Louise Woodruff, acquisitions manager for Whitbread, said: “Camden is one of London’s best destinations. Its unique character, connections and world-class attractions make it an extremely popular destination for domestic and international travellers and demand for hotel rooms in Camden Town and across the borough is growing.
“Our popular Hub by Premier Inn brand, with its high-quality design and compact bedrooms, brings a flexible and stylish new hotel to Camden High Street and will create many long-term benefits for the area.”
She added: “When it opens the Hub by Premier Inn Camden High Street hotel will create 35 new full- and part-time job opportunities, with recruitment focussed locally, and will support established businesses as our guests go out to eat, drink, see live music and generally make the most of the local area.”
Based on current occupancy rates, Whitbread said it estimates that close to 40,000 guests will stay at the hub by Premier Inn at Camden High Street every year.