Ennismore – the company behind the world famous Gleneagles golf resort and Hoxton brand hotels – launched a budget brand aimed at appealing to those who want more than a generic hotel experience for a fair price.

Common spaces in each of the 150- to 200-room hotels will be amenities for the neighborhood so residents—as well as hotel guests—can enjoy the exciting atmosphere, a range of food and drink options, and music programming.

Travelers who are in the know will use an app to book and check in. Rooms will be compact but stylish and nightly rates will hover under £100.

Ennismore plans to open 25 NoCo hotels across the UK, with the first to welcome guests in 2018. The company is seeking out leasehold opportunities and local developers to build out the hotels.