MIPIM 2016: Whitbread has bought 191 Old Marylebone Road, NW1, to redevelop into its next hub by Premier Inn hotel.
It paid Aviva Investors £31m for the site, and plans to turn the former office into a 290-bedroom hotel, subject to planning.
The property was formerly an office for Omnicom, which has relocated to Southwark.
Detailed design work is expected to take place over the coming months and an application is to be submitted later this year.
A total of 14 hub by Premier Inn sites across England and Scotland, containing more than 2,500 bedrooms, are now either trading or in the secured development pipeline.
The hub by Premier Inn at Marylebone is expected to open in mid 2019.
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