Newly launched Mour Hotel is aiming to capitalise on the weak property market and sign up to 12 new sites in the next six months.
The four-star "lifestyle" brand's first site was revealed today as the former Dakota hotel in Nottingham.
Dakota was placed into liquidation last year after a shareholder dispute between former Formula 1 driver David Coulthard and hotelier Ken McCulloch.
Mour Hotel managing director Russell Allen has £120m at his disposal to fund expansion, and said the group would be looking predominantly for new-build properties in UK cities, although a conversion would be considered in London.
"Each Mour Hotel will feature between 120 and 150 rooms, a destination restaurant, grill and bar and importantly create a world of sensory experiences where guests will want to linger for longer," he said.
Each hotel promises its own signature scent, music and atmosphere, and the company will be targeting individuals with higher than average disposable incomes within the business and leisure markets.
By Chris Druce
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