GLH, London, has launched the next-generation Thistle value brand called Thistle Express. The first hotel is due to open in London next year, and the ambition is to open an additional 10 hotels over the next five years.
The new hotel brand from the subsidiary of Singapore-listed GuocoLeisure Group will offer “modern design, stylish bedrooms, friendly and efficient service, as well as super-fast unlimited free Wi-Fi for everyone — all at great value.”
“You can no longer divide the market into travelers who only stay in economy hotels versus those who stick to 4- or 5-star luxury,” said GLH CEO Mike DeNoma. “Thistle Express is a brand that caters to the modern traveler. Research told us that fast, free Wi-Fi is not just a luxury for luxury hotel guests, but is an expectation for economy hotel guests too. It’s about offering guests what they want, at that moment in time, for that specific stay.”
To entice owners, GLH said it is providing more flexible contracts, fair to both parties; an efficient and technology-enabled experience delivered through its Value Centre management model; data driven decision-making; and a proposition suited for existing hotels, conversions and new-builds.
Also among the brand’s product features are a “choose your own room” service letting guests select their room before arriving; hands-on, locally knowledgeable staff; and modern guestrooms with smart TVs.