The husband-and-wife team behind the Mr and Mrs Smith hotel guides are to open their own boutique property in London.
Managing director James Lohan said he and wife Tamara aimed to open a hotel with around 50 rooms within the next two years.
He has stayed in more than 500 hotels in the past two years researching for the Mr and Mrs Smith guides, which typically feature small, upmarket hotels for romantic weekend breaks.
"We're going to be able to cherry-pick the best features," he told The Times. "I think we're experts and know what customers want. The hotel will have a USP (unique selling point), but I can't say what that will be yet.
"My pet hate is being overly served like when someone in the restaurant is constantly asking 'if sir's lamb is pink enough'," Lohan added. "But then there's also too casual. I hope to introduce service that will always deliver."
Lohan intends to follow his plans for a London property with a second hotel in Brighton.
By Daniel Thomas