Premier Inn has announced plans to open a 108-bedroom hotel in Hunstanton, North Norfolk, on the site of an under-utilised car park, subject to planning permission. The proposed hotel would be the chain's first on the North Norfolk coast.
Location and design
The hotel is planned for Seagate East Car Park on Southend Road, a three-minute walk from the town's South Promenade and SEA LIFE Hunstanton. Whitbread PLC, which owns Premier Inn, confirmed the coach park and Honeystone Public House car park are not part of the development. The multimillion-pound property will feature the brand's latest guest bedrooms, including enhanced Premier Plus rooms, a restaurant, and on-site parking.
Planning process
Whitbread said it is in early discussions with planners at the Borough Council of King’s Lynn and West Norfolk, with a planning application expected in autumn 2026. Councillor Simon Ring, deputy council leader, called it "huge news for Hunstanton" and a "vote of confidence in the resort’s future".
Paul Smith, regional acquisitions manager for Whitbread, said: “Hunstanton is one of the UK’s best-known seaside destinations and a place we’ve wanted to bring Premier Inn to for some time. It attracts visitors from across the East of England and beyond, yet it does not currently offer any branded hotel rooms to visitors.”
Context and masterplan
Hunstanton, a Victorian seaside resort facing west, was named the UK's prettiest seaside town by Time Out in 2025 and the best place for fish and chips. The hotel proposal aligns with a masterplan for the town, under consultation until July 27, aiming to diversify tourism. Premier Inn's last Norfolk opening was Great Yarmouth Seafront in 2019; it also recently gained permission to redevelop its Norwich Nelson hotel into a 248-bedroom site with student accommodation and a public park.
