A controversial hotel is set to be built in a Hammersmith conservation area despite feras it will bring traffic chaos.

Despite vast opposition, Hammersmith and Fulham Council is on the verge of granting planning permission for the 10-storey building at the junction of Hammersmith Road and Lyon's Walk.

Council officers have recommended the planning committee grants permission for the hotel when it meets next Wednesday, September 3 even though the proposal by Sunlight Projects, Earl's Court and Olympia Group has attracted 76 objection letters.

Now protesters and residents' associations have formed the Avonmore Action Group to coordinate their efforts to block the hotel.

Spokesman David Morton, of Hammersmith Road, said the development seems to contradict the council's own development plan. He added: "The council's stated core strategy objectives such as increasing the supply of housing, transport improvements and enhancement of the public realm make no mention of a requirement for more hotel rooms."

The Hammersmith Society has also slated the hotel as too big. But officers have told committee members they should approve the scheme because the building would not attract more traffic and is sufficiently far from homes to cause disturbance.

In June the planning committee deferred a decision, saying it wanted more information about how much the building would overshadow homes. Officers now say the light reduction would be acceptable.