The re-opening of the Midland Hotel in Morecambe in the summer will mark the start of a new hotels division for the iconic developer.
The seaside hotel will offer 44 rooms and six suites at mid-market prices, under £100 a night, when it opens afters a lengthy renovation.
Belgian hotelier Olivier Delaunoy will be operations director of the Midland for the first months of trading before stepping up to run the new hotels subsidiary, as yet unnamed but bound to be dubbed Urban Splash Hotels.
The 1930s art deco Midland is Urban Splash's first hotel and has attracted strong pre-opening bookings. Delaunoy said more than 1,700 inquiries were received during the building programme.
Delaunoy helped set up the trendy Birmingham hotel Nitenite. He declined to give details of the nationwide hotel roll-out but said sites were earmarked and the look and feel would involve lashings of the usual Urban Splash funk and colour.
Beyond its Liverpool and Manchester heartlands, Urban Splash has schemes from Yorkshire to Birmingham and Plymouth.