Air Asia founder and group CEO Tony Fernandes has announced plans to launch his low cost hotel chain in London this summer.
Tune Hotels, part of the Tune Group which owns Air Asia, plans to launch 15 new properties in London by 2017.
The first hotel will be in Westminster, and is provisionally set to open in August. Located at 118 Westminster Bridge Road, Tune Hotels.com-Westminster is in a converted office building.
The 79-bedroom hotel will follow a similar approach to that of a low cost airline, according to Mark Lankester, group CEO of Tune Hotels.com, with guests paying for extras such as towels, television viewing, air conditioning and wifi internet access.
Lankester told ABTN he was considering charging for heating in the winter.
The group already has properties in Malaysia and Indonesia. Lankester said the decision to launch in the UK came from demand in the marketplace.
"There is a dearth of good quality, value for money hotels in London," said Lankester.
All rooms will come with a "5-star sleeping experience at a 1-star price" said Lankester. The beds are the same as in a five-star hotel, he claims, and rooms will have ensuite bathrooms with power showers.
The pricing structure will also be similar to a budget airline, with online and advance bookings working out much cheaper. A £9 price tag is being mooted for one year in advance bookings.
The limited service concept means there will be no meeting room or gym. There will also be no restaurant, but a Costa Coffee will be attached to the hotel.
Rooms in the London property will start from 9 sqm, including the bathroom.
Tune Hotels.com has entered a strategic partnership with London-based Queensway Group to invest in, develop and operate all future hotels in Greater London.
Queensway Group already operates a number of branded hotels, including Express by Holiday Inns in Croydon and Walsall, and the easyHotel in Earl's Court.
www.tunehotels.com