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Thistle hotels has launched a ‘choose your own room’ service at its Euston property in London.
The hotel chain said the free online service allows guests to take a virtual tour and features photographs of the actual bedroom they will be staying in.
Thistle claims it is a world first and plans to extend it to its other properties.
David Grosfils, chief operating officer at Thistle Hotels, said: "We know Brits hate to complain, so concerns about causing a fuss if we don't like the room we're allocated really can spoil a stay for many.
"Guests often opt to stay in the same bedroom if they've stayed with us before, so we're simply putting them in control by inviting guests who book direct on thistle.com to use the 'Choose Your Own Room' service.
"Our ambition is that all Thistle hotels across the UK will have the CYOR service and we are working on rolling this out now.’