Axiom Launches Guild Hotels Across Three London Sites
Axiom Hospitality reflags three Starwood Capital-owned Radisson Blu properties as Guild Hotels backed by a £20m overhaul.
The short answer
Axiom Hospitality has launched Guild Hotels, converting three central London Radisson Blu properties owned by Starwood Capital. Backed by over £20 million in renovations, the hotels will stay on the Radisson distribution network and loyalty program.
The short version
- Axiom Hospitality rebranded three central London Radisson Blu hotels into Guild Hotels [[1]].
- Starwood Capital owns the three properties, which will stay affiliated with Radisson Rewards and global distribution [[1]].
- £20 million in capital investment funded renovations across 516 rooms in Fitzrovia and Bloomsbury [[1]].
Axiom Hospitality has converted three central London properties from the Radisson Blu flag into its new independent brand, Guild Hotels [1]. Owned by Starwood Capital, the three hotels in Bloomsbury, Fitzrovia, and Marble Arch retain their commercial distribution via the Radisson network and Radisson Rewards program, supported by a £20 million refurbishment program [1].
What assets are included in the Guild Hotels transition?
The transition brings together three central London assets located in Bloomsbury, Fitzrovia, and Marble Arch, according to Boutique Hotel News [1]. All three properties belong to investment firm Starwood Capital and previously operated under the Radisson Blu brand [1]. As Hotel Owner reported, the debut expands Axiom Hospitality's collection of independent hotels aimed at modern travelers [2].
How will the properties handle distribution and commercial channels?
Commercial distribution will remain anchored to global distribution systems through an ongoing partnership with Radisson Hotel Group [1]. Guests and corporate accounts can still book all three rebranded properties through the Radisson reservation network [1]. The properties will also continue participating in the Radisson Rewards loyalty programme [1]. The operational identity adopts what the company terms 'Crafted Hospitality', combining independent hotel personality with the distribution assurance of a global system [1].
Where is the £20 million capital investment being directed?
Capital investment exceeding £20 million focuses directly on Guild Hotel Fitzrovia and Guild Hotel Bloomsbury [1]. The capital financed total room refurbishments across 186 guest bedrooms at Guild Hotel Bloomsbury and 330 rooms and suites at Guild Hotel Fitzrovia [1]. Further works scheduled for 2026 and 2027 will address conference facilities at Fitzrovia and public spaces at Bloomsbury [1].
| Property Name | Location | Room Count | Planned Upgrades |
|---|---|---|---|
| Guild Hotel Bloomsbury | Bloomsbury, London | 186 rooms | Bedroom refurbishment completed; public space overhaul planned for 2026/27; new lounge menu [1] |
| Guild Hotel Fitzrovia | Fitzrovia, London | 330 rooms and suites | Bedroom and suite refurbishment completed; conference facility upgrades planned for 2026/27; new restaurant concept [1] |
| Guild Hotel Marble Arch | Marble Arch, London | Not disclosed | New restaurant development [1] |
What changes are coming to food and beverage operations?
Food and beverage programmes across the trio are pivoting to British dining concepts [1]. Axiom is developing new destination restaurant concepts at Guild Hotel Fitzrovia and Guild Hotel Marble Arch, while Guild Hotel Bloomsbury will debut a revised lounge menu [1]. Bars across all three properties will introduce bespoke house cocktails alongside craft London gins [1].
What design elements define the Guild brand identity?
The brand takes its name and visual markers from the historic guilds and artisanal trade heritage of London [1]. Guest-facing collateral incorporates bespoke illustrations created by artist Sarah Kirby [1]. In-room touches also feature bone china mugs showcasing the London skyline alongside British craftsmanship items [1].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Axiom Launches Guild Hotels Across Three London Sites— Boutique Hotel News
- [2]Axiom Launches Guild Hotels Across Three London Sites— hotelowner.co.uk
Frequently asked
+Who owns the properties rebranded as Guild Hotels?
All three properties in Bloomsbury, Fitzrovia, and Marble Arch are owned by Starwood Capital and operated by Axiom Hospitality [[1]].
+Are the Guild Hotels still bookable through Radisson?
Yes. The hotels remain bookable through the Radisson distribution network and continue to participate in the Radisson Rewards loyalty programme [[1]].
+How much capital is being invested in the properties?
More than £20 million is being invested across Guild Hotel Fitzrovia and Guild Hotel Bloomsbury to renovate guestrooms and public areas [[1]].
+How many rooms were renovated during the initial phase?
The initial renovation covered 186 bedrooms at Guild Hotel Bloomsbury and 330 bedrooms and suites at Guild Hotel Fitzrovia [[1]].
+What additional capital works are planned for 2026 and 2027?
The hotels have scheduled further upgrades for public spaces at Guild Hotel Bloomsbury and conference facilities at Guild Hotel Fitzrovia for 2026/27 [[1]].
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