Motorway services operator Welcome Break is to run the new services area at Shifnal, near Telford, Shropshire, on the M54.
The service area, a £12m development by Birmingham-based developer Henry Boot, opened on Monday. It has created 100 new jobs and includes a 48-bedroom Days Inn hotel, a Food Connection restaurant and a Burger King outlet as well as a filling station and a shop.
The hotel and filling station will be open 24 hours a day and the two restaurants from 6am to 10pm.