"It's clear through the research that people want the basics done brilliantly, such as a comfy bed and a power shower but they are happy to compromise on location or some extras if they are paying a fantastic price for their room".
Revenue at Whitbread rose 2.6% in the first half of the year as investment in expanding its network of Premier Inn hotels bore fruit in a rise in sales ahead of the sale of Costa Coffee to Coca-Cola. For prices as low as £19, the Whitbread chain is betting the answer is yes.
Customers get an 8.5 sqm room, with a single bed which can be converted into a double by sliding across a couch from the other side of the room, or used as twins.
Premier Inn has unveiled new no frills brand Zip by Premier Inn, with rooms starting from £19 per night.
United Kingdom hospitality group Whitbread has unveiled a new "no-frills" hotel concept called ZIP by Premier Inn, which will open in early 2019.
The rooms have been created by PriestmanGoode, the design consultancy behind first-class cabins for Air France, Lufthansa and Swiss airlines.
More information on these rooms can be found here.
Alison Brittain, Whitbread chief executive, said Zip would let the company access a wider range of customers, including those who are "on a particularly tight budget but still expect and deserve the basics done brilliantly".
Would you stay in one of these?
Total UK sales growth at Premier Inn was 4.8%, although like-for-like growth was just 0.2% reflecting the weakening of consumer demand, the company said.
Hub is described as "design-led", with 11 sq m rooms that cost more than the £57 average for the main chain.
Premier Inn is now Britain's biggest budget-hotel chain and owned by Whitbread.
Capsule, or pod, hotels with rooms barely larger than a single bed first emerged in Japan and were popular with "salarymen" who missed their last train home after one too many drinks.