The company already owns a property in Leicestershire, which operates as a business hotel called Liberty during the week.
Its founder, Neil Armstrong-Nash, said he now plans to open a 140-room hotel in London by February. He added that the brand would be rolled out as a franchise operation, backed by a six-figure marketing spend.
"This is an untapped market, which is worth at least £700m on conservative estimates of membership fees," claimed Armstrong-Nash.
Research conducted for the company by YouGov has revealed that there are more than 1m swingers in the UK, 50% of whom live in London.
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