This is the view of Patrick Dempsey, managing director of Whitbread Hotels and Restaurants, who was explaining the reason behind the group's development of the new "mini-brand".
"There are very few markets like London which already has 130,000 bedrooms and occupancy in the centre of around 90%," he said. "Hub by Premier Inn will allow us to occupy sites which were previously closed to us - such as converted office buildings in central locations."
Whitbread have initially announced the development of five hubs in the capital by 2016, in St Martin's Lane (167 bedrooms), Goodge Street (179), Great Tower Street (Great Tower Street), Sptialfields (185), Kings Cross (408). A further 40 hotels are expected to be launched by 2018, with Edinburgh also being earmarked for development.
The average size of each hotel will range from around 100 bedrooms up to 350 bedrooms.
Central to the innovative room design concept will be the be the 4ft 7in double Hypnos bed - the same as those featured in all Premier Inn rooms - which will offer luggage storage underneath, wool duvets, an en suite bathroom with power shower, free Wi-Fi and a 40in TV.
The room size of 11.4sq m compares to the average Premier Inn room of 21.4sq m. Price will be expected to be between £50 and £100 per room, which is 25% cheaper than Premier Inn rooms in similar locations.
A deli-style food and beverage offer will service breakfast, snacks and coffee during the day, followed by light bites and toasted sandwiches in the evening.
Meanwhile, a downloadable app is expected to the tech-savvy generation with guests able to book a room, check-in and check-out via mobile devices, as well as set the TV to the required channel and adjust air conditioning and heat settings.
"The rooms are compact, but very stylish, design-led and contemporary," added Dempsey.