A new hotel set to open in January, in Palm Springs, a destination popular with gay travelers, has unveiled a twist; it is to be marketed specifically towards LGBT families.

The hotel owners, Random Haus, wanted to market the hotel to gay couples with kids, and so they chose to go against the tradtional “clothing optional” policy of many nearby resorts, MyDesert.com reported.

“The long-term here is to create Random Haus, which is essentially an LGBT brand,” said Lance Robutz, project manager.

“Otherwise the LGBT community with families and kids and friends that want to go out and stay in a hotel, they’re staying at other hotels. And they’re obviously not staying at the clothing-optional hotels. So that’s why we’re not doing clothing optional here.”

The mission statement on Random Haus’ Facebook page said:

“Random Haus from its inception has been driven to provide excellent customer service, ultimate design and exceptional accommodations and affordable ownership to LGBT families and friends and welcomes diversity as Palm Springs always has.”

The project was initially started in 2006, but fell through due to shaky finances, but the company was recently acquired by Riley Group, the president of which said he is excited about their first California property.

The hotel will contain 12 units, and will have a “1960s-era modern look”, according to Mr Robutz. The pricing has not been decided but it is estimated that it will cost around $200-250 a night.

Last year, the Equality and Human Rights Commission said it was to investigate gay-only hotels for possible breaches of equality law.

The body said it needed to establish an “objective balance” after investigating Christian-run hotels which bar gay couples.