'Centrality, connectivity and long-term potential': UK's largest hotel company invests in Limerick

WHITBREAD PLC, the parent company of Premier Inn, the UK’s largest hotel company, is bringing its brand to the city at Limerick Twenty Thirty’s Opera Square development.

The multi-million euro investment marks a significant step in the company’s strategy to build a network of 5,000 affordable Premier Inn hotel rooms across Ireland.

The 156-bedroom Limerick Premier Inn, which will be the first private investment in the wider Opera Square development, will be built, operated and owned by Whitbread at a site it will acquire from Limerick Twenty Thirty (LTT) on the corner of Ellen Street and Patrick Street.

Currently the company offers its customers six hotel locations in Dublin and Cork – equivalent to more than 1,000 guest bedrooms – with another six hotels and a further 1,000 guest rooms in development.

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The Opera Square investment places Premier Inn at the heart of one of Limerick’s most significant urban regeneration projects and gives it a foothold in a city with a strong year-round demand for hotel rooms.

Subject to an amendment to pre-existing planning permission, the seven-storey Limerick Premier Inn will offer a mix of the brand’s standard and enhanced ‘Premier Plus’ bedrooms and a free to use ground-floor Lounge space.

Limerick Twenty Thirty chair, James Collins said: “We are particularly pleased to secure an investment of this scale from an international operator that has been actively seeking the right location in the city.”

Once open, the Limerick Premier Inn will directly support LTT’s ambition to establish a vibrant commercial and cultural quarter for the city, with Whitbread estimating around 60,000 guests will stay at the hotel annually based on the average occupancy of its trading hotels.

Matt Gent, Development Manager for Whitbread in Ireland said: “Ireland represents one of the most exciting growth opportunities for Premier Inn. We know there is strong and rising demand for affordable, high-quality accommodation across the country, and our ambition is to create a truly national network of Premier Inn hotels to meet it."

“Limerick is a city we have been looking at for some time, trying to find the right Premier Inn location. Opera Square offers an excellent mix of centrality, connectivity and long-term potential for both business and leisure guests, and we’re pleased to be investing in a development that forms part of the wider regeneration of the city centre, something Whitbread has a long and successful track record of doing in Ireland and across the UK.”

Whitbread is expected to submit a planning application for the hotel to Limerick City and County Council before the summer.  Pending approval, construction could begin in 2027.

Mayor of Limerick, John Moran, said: “My priority since my election has been improving delivery of long-standing city centre plans. That includes Limerick’s Opera Square. We all want to see strong delivery of a dynamic mixed-use complex there, with a new civic plaza, city library, a hotel, significant office accommodation and a different focus for the Georgian buildings to focus on housing creating a vibrant and active urban quarter."

"I recently met with Premier Inn and the team of Whitbread PLC to finalise thoughts on the hotel project. It is great to see this now happen so soon after construction started on the OPW building. This new hotel is now expected to attract approximately 60,000 visitors annually, increasing footfall, sustaining activity in our Market area and supporting the wider commercial ecosystem. For me and the rest of the Limerick Twenty Thirty team, now we move to the next element and keep our focus until we get it all completed.”

Limerick Twenty Thirty Chair, James Collins commented:

“This investment by Whitbread represents a major vote of confidence in both Opera Square and Limerick’s wider economic potential. We are particularly pleased to secure an investment of this scale from an international operator that has been actively seeking the right location in the city, demonstrating the value of Limerick Twenty Thirty’s strategy to unlock strategic sites and attract high-quality external investment that supports long-term regeneration."

“By delivering the site-wide basement and advancing the development to this stage, Limerick Twenty Thirty has helped unlock the potential of the site by removing key development constraints and creating the conditions for private investment of this scale. Whitbread was identified through a market engagement process undertaken to secure the right development partner for this strategically important city centre site."

“A 156-bedroom hotel at Opera Square, on top of everything else that is happening, will play a key role in energising the programme. On completion, it will increase dwell time in the city centre, support the wider commercial ecosystem emerging at Opera Square and increase the economic benefit for businesses in the area. This investment strengthens the overall proposition of the development and reinforces Limerick’s position as a regional capital of scale and ambition.”

Premier Inn expects to employ around 30 permanent team members with recruitment focused within Limerick city and county.