Gordon Ramsay turns his attention to hellish hotels

(AFP PHOTO / FILES / STEPHANE DE SAKUTIN)

British celebrity chef Gordon Ramsay is to turn his hand to another area of hospitality, with the launch of a new hotel-themed reality TV show.

According to an announcement September 21, Hotel Hell will be produced by Ramsay and US television network Fox and will see the demanding TV star direct his wrath - and occasional advice - at struggling US hotels, motels and bed & breakfasts.

The series, which doesn't have an air date, appears to be loosely based on the format of Kitchen Nightmares, where Ramsay worked with restauranteurs to improve their product.

"From dirty bedrooms and mold-ridden bathrooms to incompetent staff or customer service that’s not up to par, Ramsay and his team will work with the hotel employees to turn these hapless establishments around," said Fox in a statement.

"As he tries to turn these 'No'-tels into successful hotels, Ramsay – in his own inimitable style – will go head-to-head with the owners and staff."

The chef will be joined by a team of hospitality experts who will help him and the hoteliers try to exceed customers' expectations, before it's too late.

The show appears to be a natural choice for Gordon Ramsay, who made his name in the kitchen but already operates the York & Albany, a boutique townhouse hotel in London with ten rooms and a Mediterranean restaurant.