Hotel group glh has announced the opening of ‘every hotel Piccadilly (London)’, the first site for the new every hotels brand, with three more expected to open over the next 18 months.

The every hotels proposition, a category busting innovation in the sector, offers luxury ‘featured’ bedrooms but without meeting rooms, spas or a plethora of restaurants and bars, usually found in traditional four star hotels.

‘every hotels’ is the result of a two year research, insight and customer feedback programme.

Focusing on giving guests what they really want, and not what they never use, every hotels aims to meet the needs of the quality conscious business professional and savvy city explorer.

Features include modern, well equipped bedrooms designed around guests, with a Hypnos bed, rainfall shower, Smart TV and added touches like Nespresso coffee machines and complimentary soft drink mini bar.

Guests can also use the ‘Choose Your Own Room’ booking service, allowing them to pre-select their room prior to arrival.

Online check-in and check-out is also on offer, while a great central London location with genuinely knowledgeable hosts trained to help guests get more from their stay.

Mike DeNoma, chief executive, glh, said: “We believe we conduct more research than anyone our size, we do this to help us better understand the modern traveller, who has a new set of expectations.

“We found Wi-Fi is now considered a given, alongside water and heating and we took this seriously.

“Increasingly many see it as a new human right and we don’t believe hotels should charge for those.

“I’m proud to say our free, unlimited Wi-Fi at our every hotel Piccadilly is not only the fastest in the hotel industry, but for now faster than any public space the world over.”

The ‘every hotels’ proposition is designed to tackle a specific need for hotel owners in the four star sector. 

With better investment and overhead efficiencies, the unique Value Centre management model and guest centric approach, every hotels deliver stronger yields and is ideal for existing hotel conversions and new builds.

The launch of every hotel Piccadilly will be followed by Bloomsbury, Hyde Park and Leicester Square over the next 18 months with an ambition to add up to another 50 hotels globally by the end of the decade.