Apart-hotels, a popular hybrid concept in the USA, are attempting to grab a foothold in the UK market with the unveiling of a new site in London last week.
Following a £4.5m refurbishment programme, the Quality hotel in Kensington has been rebranded as the first Base2stay apart-hotel in the capital.
Each room comes with a state-of-the-art communication system, entertainment facilities, kitchenettes and a daily maid service.
Financed by Scottish-based private investment company Western Heritable, the property is due to open in April with room rates starting at £80 per night.
The company hopes to secure a second property in London within the next three years, although cities outside London are also being considered.
Base2stay follows the launch of other apart-hotels last year, such as the Place in Manchester and McKever Hotels' City Apartments in Glasgow.
Later this year InterContinental Hotels Group is due to launch its first two serviced apartments, called the Staybridge Suites, in London.