Axiom Hospitality launches Guild Hotels brand across three London properties
Three former Radisson Blu hotels in Fitzrovia, Bloomsbury and Marble Arch are being rebranded as Guild Hotels, backed by over £20 million in investment.
Axiom Hospitality has announced the launch of Guild Hotels, a new brand bringing together three central London properties in Fitzrovia, Bloomsbury and Marble Arch. The three hotels previously operated under the Radisson Blu flag and are owned by Starwood Capital. They will continue to be distributed through the Radisson network and remain part of Radisson Rewards.
The name Guild Hotels draws on the history of London's guilds and skilled craftsmen. The brand's philosophy, described as "Crafted Hospitality," combines the consistency of a hotel group with the character of an independent property. "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.
The launch is backed by more than £20 million of investment across Guild Hotel Fitzrovia and Guild Hotel Bloomsbury. The funds have gone toward renovating all 186 bedrooms at Bloomsbury and 330 bedrooms and suites at Fitzrovia, with further work on public areas and conference facilities planned for 2026/27.
New restaurant concepts are planned for Guild Hotel Fitzrovia and Guild Hotel Marble Arch, along with a new lounge menu at Guild Hotel Bloomsbury, featuring British-focused dining and bars serving London craft gins.