A new low-cost hotel opening this summer in Westminster Bridge Road is offering rooms for just 1p.
The chain is already well-established in Asia and is now bringing its no-frills formula to the UK.
"We aim to be THE hotel in London for the savvy traveller," says CEO Mark Lankester.
"There is so much to do and to spend hard-earned money on in the capital, that we believe that the accommodation should do what people want it to do – which is help people sleep fantastically well, knowing that they have spent sensibly on that sleep, without paying for things they don't want or need to use."
This week Tune Hotels.com invited people with the word Penny in their first names or surnames to come to a 'Searching for Penny' photo shoot in Mayfair to promote the new hotel.
Despite the 'Westminster' name, the new hotel is in fact situated a few yards from Lambeth North tube station.
Tune Hotels.com plans to open 15 hotels across London between now and 2017.
The 1,000 rooms at a penny each will be released for sale on 'Tunedays' throughout June and July via www.tunehotels.com
The regular prices for a room at the new hotel will start from £35.