The Real Hotel Company (RHC) has launched a new "no-frills chic" chain called purplehotels.
Braintree in Essex is home to the first such accommodation facility and a second, to be located in Glasgow, is due to be opened to the public on January 20th.
A total of nine more will be launched across the UK by the beginning of February.
Michael Prager, chief executive of the RHC, commented: "Purplehotels define themselves as 'no-frills chic', bringing a touch of style and cool to a hotel sector that has previously only defined itself by price."
The RHC has hotels across the UK and continental Europe under brands including Quality Hotels, Sleep Inn, Comfort Inns and Hotels and Clarion Hotels.
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