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Whitbread PLC has submitted a planning application to North Norfolk District Council for a new 81‑bedroom Premier Inn hotel in North Walsham.
The plot, partly encompassing the grounds of the former Fruehof factory, is located adjacent to Waitrose, MKM Builders Merchants and Tom Moore House on the western edge of the town.
The hospitality giant said it outlined plans to construct rooms with Premier Inn’s newest design and a guest lounge on the site, along with a guest car park with 80 spaces.
It added that in accordance with its ‘Force For Good’ sustainability strategy, the hotel will be powered by electricity backed by ‘Renewable Energy Guarantees of Origin’, with the building featuring heat recovery systems and air source heat pumps to minimize energy consumption.
The company said if given the green light, it plans to invest £10m in developing the hotel, and that its eventual opening will create approximately 20 permanent jobs
North Walsham currently has no branded hotels, with the nearest Premier Inns located 15 miles away in Norwich and 25 in Great Yarmouth.
Whitbread runs more than 85,500 Premier Inn and hub by Premier Inn rooms across the UK and Ireland, and is planning to expand to a possible 125,000.
Commenting on the submission, a Whitbread spokesperson said: “Premier Inn is known for offering high-quality, great-value accommodation with the warm welcome we are famous for.
“North Norfolk is an area where we are looking to invest and grow, driven by strong year-round demand from our leisure guests as well as many business customers that use Premier Inn for work. We’re excited about the possibility to bring Premier Inn to North Walsham and transform a vacant site into a modern, purpose-built hotel.”
They added: “It’s somewhere we believe we can add long‑term value by attracting overnight guests to the town, creating permanent hospitality jobs and supporting local businesses through their spending generated during their stay.”
