Located in Coventry Street, the 83-bedroom Every Hotel Piccadilly has been retagged from the former Thistle Piccadilly hotel and will be joined by a further three properties within the new brand over the next 18 months.
Every, which intendeds to offer limited service within the four-star market, is one of three new hotel brands launched alongside the existing Thistle brand since what was previously Guoman Hotels rebranded as Glh in June 2013.
Glh, which is a subsidiary of the Singapore-based GuccoLeisure Group, said that Every hotels is the result of two years of research looking into guests' demands. The result is a hotel without meeting rooms, a plethora of restaurants and bar or a spa. However it does have an all-day dining room and a gym.
Bedrooms feature Hypnos beds, rainfall showers, Smart TVs, Nespresso coffee machines and complimentary soft drinks mini bar, with free Wi-Fi -four times faster than when the hotel was the Thistle Piccadilly.
Mike DeNoma, chief executive of 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."
The next three Every hotels will also be in London in Bloomsbury, Hyde Park and Leicester Square, following the conversion of other Thistle properties, with a target of 50 hotels across the brand by 2020.
Every hotels is the second new brand to be introduced by Glh alongside the Amba full-service, four-star brand. The Clermont luxury brand is expected to launch following the conversion of the Royal Horseguards hotels in London.
Glh currently operates 36 hotels, comprising 8,279 bedrooms across the UK.