One of the largest hotel chains in the United Kingdom has unveiled plans for "pod-style" hotel rooms following "extensive research" which revealed that guests were willing to forego traditional expectations, such as large rooms and central locations, in favour of a lower price.
Whitbread says customers are willing to sacrifice room size and central locations for a bargain basement price.
The first Zip hotel will open in Cardiff in March 2019 "with more coming soon".
The rooms will boast single beds which can be converted into doubles by pushing the beds together.
Some rooms will have "small windows", while other will have "lightboxes" - guests will be allocated rooms randomly on arrival and will not be able to pre-book a room with a window.
More information on these rooms can be found here.
Chief executive, Alison Brittain, said the spin-off hotel chain will cater for the "ultra-price-sensitive customer looking to zip in and out".
The Zip by Premier Inn hotels will be located on the outskirts of major towns and cities.
He added that the main chain already has 800 hotels with about 80,000 rooms and would soon account for one in every eight hotel stays in the United Kingdom, suggesting that segment of the market was close to saturation. It sold its Costa chain for £3.9bn to Coca-Cola in August to focus on hotels.
'In developing the concept, we have undertaken considerable research, including having had six Zip rooms on sale to customers for many months.
The company has almost 800 Premier Inn hotels, including some in Germany.
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.
The Yotel chain also offers compact pod-style rooms in New York, Boston and Singapore city centres, as well as Gatwick, Heathrow, Charles de Gaulle and Schiphol airports at considerably higher prices.