The easyHotel brand is being extended to Reading with the signing of a new franchise deal.
An existing hotel in the Berkshire town will be converted during 2017, adding 54 rooms to the super budget brand’s portfolio.
The agreement brings easyHotel’s total committed development projects to 1,658 rooms, 576 of which are owned and 1,082 are being developed by franchise partners.
The company has UK franchise properties in Edinburgh, Heathrow, London and Luton together with owned hotels in London, Glasgow and Croydon. New hotels under easyHotel ownership in the UK are due to open in Liverpool, Manchester, Birmingham and Ipswich.
Chief executive Guy Parsons said: “We are delighted to announce the extension of our franchise network in the UK as we continue to implement our expansion strategy.
“This franchise agreement will enable us to further increase our presence in the south-east and raise brand awareness without direct capital investment.”
EasyHotel Reading franchisee Nadeem Boghani, vice chairman of Splendid Hospitality Group, said: “We are delighted to be working as a franchise partner with easyHotel to create the new easyHotel Reading.
“Reading is an area we know well from an operational point of view and it is ideally suited to the easyHotel portfolio.
“We think that business and leisure travellers in and around the M4 corridor will welcome this affordable super budget option.
“The simple ethos and exceptional brand recognition of easyHotel appeals to us and fits well into our 20-strong portfolio of branded and independent hotels across the UK.”
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