The first Premiere Classe has opened in Coventry with rooms available from £32 per night and breakfast from £4.95.
David Anderson, Louvre Hotels’s operations director for Northern Europe, said: “Budget hotels were first introduced to the UK in the mid 1980s when times were also tough; now we have gone full circle and the emphasis is once again on low cost accommodation at a known and reliable standard.
“Premiere Classe is a classic budget hotel brand which has stayed true to its origins by providing quality accommodation at easily affordable prices.”
Despite the competitive pricing the Coventry site’s rooms all have ensuite bathrooms, free wi-fi, and luxury Hypnos beds.
Premiere Classe is a major player in the budget hotel sector in France where it has some 220 hotels. It also has representation in Belgium, Holland and Poland.
Louvre is owned by Starwood Capital, which last year added Dutch company Golden Tulip Hospitality to its portfolio.