He added: “Going forward we’re looking also at the west coast of America too. We don't have anything right now but we’ve been very close a couple of times and we will get there.”

The Asbury in New Jersey is considerably larger than Bowd’s three existing Salt Hotels - which function as designer B&Bs - and will open in May featuring 110 guestrooms and six food and beverage outlets.

“I’m working with iSTAR, a real estate company out of New York, which owns several buildings and plots of land in Asbury Park and we are collectively rejuvenating the area - the first part of that will be this new hotel," Bowd said.

Given the new properties Bowd is working on will be different to those in his current Salt Hotels family, he stressed a new-style website launching in April would connect the two offerings.

“What we don’t want to do it confuse our guests,” he said.