A new website claims to provide online bookings for new and fully refurbished luxury and boutique hotels worldwide as soon as they open their doors.
Be The First aims to tempt holidaymakers seeking affordable luxury holidays in new locations.
The site will give consumers the chance to be the first to stay in the newest properties in some of the world’s most celebrated hotel brands as well as designer and boutique properties.
It also aims to provide deals made available during a hotel’s soft-opening phase before it is officially opened – rates that are seldom found on general sale.
In some case the special deals will be bookable ahead of the actual opening date of hotels.
Director Suzannah White said: “We know consumers are always looking for a great deal but they’re also looking for quality, exceptional locations, added value and – of course – a fantastic holiday experience they can share on social media with friends and family.
“From time to time, we will be able to offer hotels on the site who are looking to fill their beds during the all-important soft-opening phase.
“Soft-openings are a time when hotels are looking to fine tune their services and ensure the smooth running of the facilities ahead of the grand opening.
“We’re keen to introduce consumers to this opportunity which, until now, has been something of a trade secret.
“What once may have been an aspirational five-star experience, now suddenly comes within reach and, moving forward, it’s something we’re going to focus on finding more of.”