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UK: Axiom Hospitality has launched Guild Hotels, its new London hotel brand, bringing together three properties in Fitzrovia, Bloomsbury and Marble Arch.
The three hotels, previously operating under the Radisson Blu flag, are being rebranded as Guild Hotels. The hotels will continue to be distributed through the Radisson network and remain part of Radisson Rewards. All three properties are owned by Starwood Capital.
The name Guild Hotels is inspired by the history of London’s guilds and skilled makers. Guests can expect their experiences to be a combination of the reliability provided by a hotel group and the character and warm of an independent hotel — an approach which Guild Hotels describe as ‘Crafted Hospitality’.
“There’s a real opportunity in London’s four-star market for hotels that deliver consistently high standards but still have personality,” said Ashish Arora, Guild Hotels’ area general manager. “For us, Crafted Hospitality means putting real care into how a stay feels. It’s in the room, the welcome and the way our teams look after people. Those details make a difference, and we want guests to feel that.”
The launch is backed by more than £20 millions of investment across Guild Hotel Fitzrovia and Guild Hotel Bloomsbury. This money has been put toward renovating all 186 bedrooms at Guild Hotel Bloomsbury and 330 bedrooms and suites at Guild Hotel Fitzrovia. Further work for the Guild Hotel Bloomsbury’s public areas and the Guild Hotel Fitzrovia’s conferences are planned for 2026/27.
New restaurant developments are planned for Guild Hotel Fitzrovia and Guild Hotel Marble Arch, with a new lounge menu planned for Guild Hotel Bloomsbury. Restaurants at all three hotels will have a British focus, while the bars will feature craft London gins alongside house cocktails.
“We’re investing significantly in three hotels in great central London locations, and that investment goes beyond the physical changes,” Arora said. “Guild gives us the opportunity to create a hotel experience with its own identity and give our teams the freedom to make it feel personal.”
Highlights:
• Axiom Hospitality has launched Guild Hotels, a new London hotel brand bringing together three properties in Fitzrovia, Bloomsbury and Marble Arch. The hotels are transitioning from Radisson Blu branding while remaining available through the Radisson network and participating in Radisson Rewards
• Guild Hotels is built around its “Crafted Hospitality” concept, combining the consistent standards of a hotel group with the personality and warmth of an independent hotel. The brand draws inspiration from London’s historic guilds and traditions of skilled craftsmanship
• More than £20 million is being invested in Guild Hotel Fitzrovia and Guild Hotel Bloomsbury. The investment has funded renovations to all 186 bedrooms at Guild Hotel Bloomsbury and 330 bedrooms and suites at Guild Hotel Fitzrovia, with further improvements to public areas and conference facilities planned for 2026/27
• The new brand incorporates locally inspired design and craftsmanship, including guest materials featuring illustrations by Sarah Kirby, London skyline china mugs and other details celebrating British craft traditions
• Food and beverage offerings will be developed across all three Guild Hotels. Planned additions include new restaurant concepts at Guild Hotel Fitzrovia and Guild Hotel Marble Arch, a new lounge menu at Guild Hotel Bloomsbury, British-focused dining and bars serving London craft gins and house cocktails
