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GLH has confirmed it will open a new brand called Thistle Express
The economy brand, which is a "new value hotel concept", will debut with a property in London next year.
The plan is to open a further ten hotels over the next five years, GLH said.
Thistle Express properties will feature the "fastest" free wifi in the economy sector and a choose-your-own-room service before arrival.
GLH CEO Mike DeNoma said: "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. Research told us that fast, free wifi is not just a luxury for luxury hotel guests, but is an expectation for economy hotel guests too.
"It's about offering guests what they want, at that moment in time, for that specific stay."
In February, GLH debuted its new four-star Every Hotels brand in London. It also recently launched another four-star brand, Amba, in the capital as well as an upmarket brand called Clermont.
Read an interview with GLH Hotels CEO Mike DeNoma.