FRIENDLY Hotels has launched the brand Sleep Inn in Europe after franchising the name from its US owner Choice Hotels International.
The company plans to build 35 Sleep Inns by 2002 in Europe and will pitch them against Bass’ three-star brand Holiday Inn Express.
Sleep Inns are a relatively new concept to the UK, providing limited services – restaurants and shops are not included in the properties. Friendly, which already franchises the Quality, Comfort and Clarion brands from Choice, plans to build the new Sleep Inns near existing shops and restaurants where possible.
Friendly has signed with a variety of developers to build 12 Sleep Inns in the northwest of England, as well as one in Peterborough, one in Cambridge and one in Bedfordshire. Another 20 will be developed in Spain outside major cities. Some will be leased and others owned by the company.
Rates lead in at £49.50 for a double room.
Friendly chief executive Tony Potter said: “Customer research has told us there is a desire in the European market for this product. Research in the US shows that the Sleep Inn brand ranks amongst the highest with consumers in terms of service, value and satisfaction.”