The hope was to secure locations of 50 hotels in the next five years, as well as 150 hotels in the next 10 years. The first opened in Milan, Italy, in 2014. All rooms are designed to be the same size with the same décor, typically contemporary with large wall art, a flat-screen TV, and USB ports. The hotel stay also includes a continental breakfast, bars, and public spaces for the low price of 60 to 85 euros a night.