A 13-storey, 108-room hotel operated by EasyHotel has been proposed for Southend town centre.

An application has now been submitted to build three extra floors on top of a ten-storey former Prudential building in Elmer Approach.

The plans reveal how budget EasyHotel is behind the scheme.

The company prides itself on operating low-price rooms, starting £19.99.

The proposal has 140 cycle parking spaces...but no car parking facilities.

Bright orange cladding will reflect the EasyJet brand – though the two companies are now separate.

However, the colourful appearance has not appealed to Southend Council planning officers.

They said: “Concern is raised as to the extent of orange cladding proposed which would be unduly garish and brash and would harm the character and appearance of the area, including from more distant view points.

“The orange should be used as more of an accent colour and should be significantly reduced in terms of its coverage and prominence.”

Despite the concerns, the outline planning permission for the scheme is recommended for approval.

Planners added: “Whilst the development would increase the scale of the development, it is noted that there are other tall buildings within the immediate surrounding area and given the scale of the existing building, the size, scale, mass and bulk of the development would not be materially out of character with the surrounding area.”

The development would affect retailers on the High Street.

Top Shop, located on part of the ground floor of the block, has said it will close on June 16.

However, JD Sports which operates from the same site says it has no plans to move over for the development.

Over the years a number of planning applications have been submitted for the site building which has not been used since 1989. These include a 119 bedroom hotel with restaurant, bar and successful applications for 72 flats and 86 flats.

The latest application was referred to the development control committee by Milton ward councillors Jonathan Garston and Julian Ware-Lane.

Mr Garston said: “This will help us to see both sides of the argument for the application so we can make a decision.

“My question would be can we justify the building going three storeys up and if it is in keeping. We will look at parking as well.”

Mr Garston added: “It is a big application and these applications have to be right.”

EasyHotel declined to comment.