De Vere Village Hotels chief executive officer Robert B Cook has announced the launch of the new UpperDeck room concept, which is to be rolled out across the group's UK estate.

UpperDeck is designed to provide a new "superior room type" to guests, with its hotels in Swansea, Solihull and Chester St Davids among the first to offer the concept.

It is expected 20 rooms per property will be rolled out by September 2012, which represents a total of 1,000 bedrooms in a bid to improve customer experience and increase profitability.

UpperDeck rooms aim to offer a sleep experience that rivals five-star operators and will also offer a full Sky TV entertainment package, as well as an in-room Starbucks hospitality tray.

Cook said: "Cost cutting to improve profitability or just to keep your head above water has in most cases has prompted the stripping back of the basics in room amenities.

"With all the benefits that already come with staying at a Village hotel, we could see a great opportunity to offer, to both corporate and leisure guests alike, a must-have upgrade that has real benefits."

Details: www.village-hotels.co.uk