The web-based firm has called in the agency for a global media relations brief. The SPA Way will begin by promoting two new ‘super-budget’ central London hotels due to open over the coming months.
EasyHotel.com also plans to open at least 60 new hotels in cities across the UK and Europe over the next two years.
EasyHotel runs an entirely web-based bookings system, offering rooms for £25 per night. Hotels operated by the company are located mainly in urban and metropolitan areas where room prices are traditionally high.
The firm follows the same no-frills ethos as its sister outfit, easyJet. It charges extra for sheets and towels, and rooms are only cleaned once guests have departed.
The first easyHotel opened in Kensington in August 2005. The SPA Way’s first task is to promote the June launch of a new hotel in Earls Court. SPA Way account director Ravi Sunnak said: ‘We will be providing support for the signing of new franchise agreements as well as highlighting trading performance figures.’ He declined to comment on fees.
EasyHotel has not used The SPA Way before, but the firm’s CEO Lawrence Alexander previously hired the agency when he was commercial director at Jarvis Hotels.
‘I have worked with The SPA Way under various incarnations,’ said Alexander. He added that the agency’s ‘creative approach to media relations’ was well suited to easyHotel.com.