Thistle Express aims to challenge competitors by offering the fastest free Wi-Fi in the budget sector, alongside a Choose Your Own Room service allowing guests to pick where they stay in the hotel before arriving.
The first site will open in London in January 2016, with plans to open a further ten hotels over the next five years.
“You can no longer divide the market into travellers who only stay in economy hotels, versus those who stick to four or five star luxury. Thistle Express is a brand that caters for the modern traveller,” said Mike DeNoma, CEO of glh.
The hotel was developed using guest feedback, which will continue to inform the brand proposition over the next 12 months.
Budget concepts such as Thistle Express are set to dominate the UK hotel market, with value sites making up 47 per cent of new UK hotel development over the next three years.