The full-service site has 250 rooms and is positioned between an independent bed and breakfast and a budget hotel.

The hotel is primarily aimed at budget-conscious business and leisure travellers and is the first of several planned sites in the UK.

Already a high-performing brand in both France and Germany within the Accor portfolio, Etap will also boast a self-service breakfast area while Fraiche Etap will cater for guests 24 hours a day with both hot and cold food.

On site parking will be available and there will be a Discovery Corner for tourism information.

Managing director of Etap, Jean-Jacques Dessors, said: “Etap Birmingham Centre is the first of many Etap hotels we plan to open across the UK, targeted at today’s smart travellers who are looking for no-frills accommodation with guaranteed standards of service.” Details: www.accorhotels.com

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