Founder of Yo! Sushi brings capsule hotels to Britain

Its backers proudly admit there is only just enough space to swing a cat: a tiny room barely bigger than the bed - just a place to shower, plug in a laptop and sleep.

But the Yo! Sushi entrepreneur Simon Woodroffe, who made a fortune when he brought the dining concept of raw fish on a conveyor belt to Britain, believes he is now about to revolutionise the hotel industry with his new rent-by-the-hour range of capsule airport accommodation.

The initial Yotel, complete with 46 cabins, launched at Gatwick's south terminal this week. It is the first hotel to be situated inside a British air terminal just a short stroll from the check-in desk. Its backers say it is ideal for early morning flights, long delays and lengthy transfers. There are plans to open another at Heathrow this year followed by Stansted and then at major international airports in cities across the world.

The idea, it is insisted, came not from Japan's notorious capsule hotels, but from the design features of a first-class British Airways bed and a racing yacht.

According to Mr Woodroffe: "In the 21st century luxury will be available to everybody at the right cost and this is a taste of that future. Travelling can be a painful experience so we are looking to making it as pleasurable as possible for our customers."

The cabins come as premium and standard, both with en-suite bathrooms. An economy range without washing facilities will be introduced as the concept rolls out. A standard cabin costs £25 for four hours or £55 overnight. The premium range will set you back £40 and £80 respectively. Along with the bed there comes a flat-screen TV, internet access and a "galley" cabin crew on hand providing snacks. Premium users will be able turn their bed into a couch and play their iPods through the television speakers.

Mr Woodroffe, 55, with his flamboyant wardrobe and appearances on the television programme Dragons' Den, has become one of Britain's best-known entrepreneurs. A former public schoolboy who also did time at a Borstal, he put his success down to two things when he collected his OBE last year - "ignorance and a great deal of enthusiasm".

In his early career he worked as a roadie for The Sweet, then became a lighting technician for rock giants including Led Zeppelin. But his major break came when Bob Geldof asked him to design the stage for Live Aid.

He spent the next dozen years flirting with various TV and adventure sports projects but "lost [his] way". Until over dinner with a producer friend he hit on the idea of importing a concept from Japan- cut-price sushi, served on a conveyor belt, though he ditched the miniskirt-wearing waitresses he had seen there

The first restaurant opened in Poland Street in Soho in 1997. Ten years later, Yo! Sushi has 36 outlets in Britain, though he has had little close involvement for seven years. He prefers to concentrate on new business ideas and after-dinner speaking. Henearly missed out on a role in the BBC's popular Dragons' Den, declining an offer when he found out the entrepreneurs were expected to use their own cash to back ideas. "Fortunately they asked me again. It's been great for me and great for Yo! Sushi."