It was 7.9% in 2010. 7 Days is mostly a high volume, low cost, no frills hotel chain.

FORBES: China Travel Growth Bullish for Ctrip.com, 7 Days

"Travelodge has an important role in international markets, like Spain, which are building high-demand for the no-frills approach, " said chief executive Grant Hearn.

BBC: RELATED BBC SITES

Car companies often resort to cost-cutting measures such as toning down the exterior or doing away with a swanky dashboard with high-end features for a simple, no frills interior.

FORBES: GM Stock Good For Drive To $25 With Room To Improve In India

In an era when high-flying tech companies outdo each other with worker perks, no-frills Bezos is proving the potency of another model: coddling his 164 million customers, not his 56, 000 employees.

FORBES: Inside Amazon's Idea Machine: How Bezos Decodes The Customer