Premier Inn makes second Pitlochry move

85-room hotel proposed on Atholl Road

Premier Inn will make its second attempt to get a foothold in Pitlochry with plans to be submitted to Perth and Kinross Council for an 85-bedroom hotel this Autumn.

The proposed development, on the site of the Acarsaid Hotel on Atholl Road, will seek consents from planners through Electra Developments Ltd, who are working with the operator, Whitbread Premier Inn Hotels.

The UK’s largest hotel company say the proposals align with the recent Perth and Kinross Tourism Strategy Plan, which aims to attract more visitors and inward investment.

Whitbread will hold a community consultation for residents regarding the proposal on 23rd October at Pitlochry Festival Theatre.

The Communications company acting for Premier Inn say the development could make a ‘multi million-pound contribution to the local economy’ which would ‘benefit hospitality providers more generally’.

The move comes on the back of Apex Hotels acquiring Pine Trees Hotel and East Haugh House in the town, an indication of confidence in the buoyant Pitlochry tourism market.

However, it remains to be seen what local reaction to Premier Inn’s proposals will be.

Previous withdrawal

In 2020, Riverstone Development withdrew a £10m plan to create a 105-bedroom Premier Inn on land west of Bridge Road.

The 3-storey building with restaurant and outside seating was predicted to deliver 35 jobs but objections from regulator SEPA regarding flooding forced the withdrawal of the plan.

The Community Council also objected to the proposed building on the grounds that it was ‘out of character’.