EasyGroup is planning to establish its budget hotel chain, easyhotel, in the Middle East and South Asia through an agreement with its Master Franchisee in the region Istithmar Hotels. Based in Dubai Istithmar Hotels plan to open 38 budget hotels in the next five years, with between four and six in Dubai and the rest in the Middle East, North Africa, India and Pakistan, costing an estimated US$400 million.

"In some markets like Dubai you start with attention to luxury," says EasyGroup Chairman Stelios, "but you need also levels of hotel accommodations that represent value for money and plug a gap in the market."