Choice Hotels Europe, which owns the Comfort, Quality, Sleep Inn and Clarion brands, is to roll out a ‘flexible pricing’ initiative, which will provide rooms from £21 per night.

Michael Prager – the company’s new chief operating officer – is launching the scheme, which will use a pricing tactic similar to no-frills airlines, where booking early will increase the likelihood of a lower room rate.

Prager said: “We at Choice are hoteliers, not lodge operators, and as such our ethos is ‘what can we do for the price we charge’ as opposed to the ‘how much can we charge for what we do’ mentality.

“Far from being a short-term gimmick, our new consumer campaign is extending a long-term commitment to the savvy traveller who can benefit from a full-service hotel, all for about the same price as a room-only.”

Choice Hotels Europe has more than 100 properties in the UK and Ireland and has recently instigated a £35m investment drive for renovation and expansion. Details: www.choicehotelseurope.com