Asian budget chain Tune Hotels.com is marking its debut in the UK with a 1p room offer.
The promotion came ahead of online bookings opening for the group’s first London property on June 29.
Promotional rates for the hotel in Westminster Bridge Road start at £9 a night, rising to £35.
The company, part of the private investment group of AirAsia founder Tony Fernandes, plans to open the first London hotel in late August.
The property is the first of 15 planned for the Greater London area by 2017, creating 1,500 rooms.
The 1p room offer is available on 1,000 rooms for a limited period.
The chain operates a ‘pay as you use’ concept of charging extra for the use of YTV, hairdryers and in-room WiFi.
CEO Mark Lankester said: “We are targeting the savvy traveller – leisure, business, and those who prefer the idea of an affordable night in a hotel to an expensive cab ride home.
“We know our guests above all want a good night’s sleep in clean and secure accommodation without paying for unnecessary extras.”