The opening of the latest Hoxton hotel in London's Southwark will see a return of the group's famous £1 rooms.
The group's first hotel in Shoreditch famously offered £1 rooms for limited periods between 2006 and 2012 as a marketing promotion to raise the brand's profile.
The 192-bedroom Southwark property, however, the brand's third London opening, is raising funds for Good Neighbours, a new initiative set up by the group to support projects that give back to the hotels' local communities.
The property is set to open on 2 September with regular room rates of £209 per night.
From 13 August, members of the public can submit their answer to a competition question on the Hoxton website and pay £1 to enter the draw for a chance to stay at the hotel, with 192 rooms up for grabs. The £1 entry fee will be donated to the charity.
The hotel's first partners are Urban Growth, an organisation dedicated to improving communal outdoor spaces, and Better Bankside, to connect with local elderly residents.
Once a month, the Hoxton, Southwark will host ‘the Good Brunch', where locals are invited to volunteer on local improvement projects, using money raised by the fund, and will in return be treated to a free brunch at the hotel.
The Hoxton, Southwark is a 14-storey new-build property, and will feature Seabird rooftop restaurant and ground-floor restaurant Albie, serving Mediterranean-inspired food and drinks.
This Good Neighbours fund will be rolled out globally, supporting local neighbourhoods to Hoxton hotels around the world, with Los Angeles lined up next when the Hoxton, DTLA opens in October.
Parent company Ennismore's portfolio of businesses comprises nine Hoxton hotels (including the two yet to open in Southwark and Los Angeles); Gleneagles in Auchterarder, Perthshire; a new budget hotel brand called NoCo; Eynsham Hall, a 135-bedroom country house hotel in Oxfordshire that is soon to be reimagined; and a collection of standalone restaurants.