Former Zetter Group partner to open London hotel

Jason Catifeoglou has teamed up with Andreas Thrasyvoulou, founder of the myhotels group, and Steph Thrasyvoulou to launch The Pilgrm in Norfolk Square, Paddington this summer.

Billed as a ‘reinterpretation of the traditional hotel’, rooms will start from £99 a night in a bid to target the ‘next generation’ of travellers.

There will be no hotel lobby or reception desk, and instead guests will be able to check in online prior to arrival.

A ground floor café will serve as a welcome area, and guests will also be able to enjoy a lounge bar and 30-cover first floor dining room.

Each of the hotel’s 73 rooms will feature a pared back design with the removal of items that The Pilgrm's owners believe have become ‘unnecessary’ to the modern traveller.

Catifeoglou said: “The Pilgrm represents the journey of a collective of individuals I've enjoyed knowing over the years. Together we present a new luxury to today's traveller, often from unexpected places. We will combine the finest guest experience of today, with the finest British craftsmanship of yesterday."