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Axiom Hospitality has launched Guild Hotels, a new London hotel brand comprising three properties in Fitzrovia, Bloomsbury and Marble Arch.
The hotels previously operated under the Radisson Blu brand and are being repositioned with a new identity and guest experience.
They will continue to be distributed through the Radisson network and remain part of the Radisson Rewards loyalty programme.
The Guild Hotels name draws inspiration from London’s historic guilds and the tradespeople and craftspeople associated with the development of the city.
A hallmark based on a traditional maker’s stamp has been incorporated across the properties, including guest directories and coasters.
The wider concept has been developed around what Axiom Hospitality describes as Crafted Hospitality, combining consistent hotel standards with greater individual character and local knowledge.
The launch follows investment of more than £20 million across Guild Hotel Fitzrovia and Guild Hotel Bloomsbury.
All 186 bedrooms at Guild Hotel Bloomsbury and 330 bedrooms and suites at Guild Hotel Fitzrovia have been refurbished, including new Italian joinery and updated interiors.
Further investment is planned during 2026 and 2027 across the public areas at Guild Hotel Bloomsbury and conference facilities at Guild Hotel Fitzrovia.
The brand identity also incorporates a specially commissioned linocut by illustrator Sarah Kirby, depicting members of hotel teams across different roles.
The artwork will appear on key cards and other guest materials.
Further design details include a signature scent combining amber and cedar wood with citrus and clove, bone china mugs featuring London skylines designed by East London Prints, hand-tied door hangers and blind-embossed guest directories.
Staff uniforms draw on British tailoring and incorporate wool-mix waistcoats, leather-trimmed aprons and brown brogues.
Food and beverage will follow a common approach across the three properties, with British-focused breakfasts and bars offering London gins alongside house cocktails.
New restaurant concepts are planned for Guild Hotel Fitzrovia and Guild Hotel Marble Arch, while Guild Hotel Bloomsbury will introduce a lounge menu.
Ashish Arora, Area General Manager, Guild Hotels, said:
“There’s a real opportunity in London’s four-star market for hotels that deliver consistently high standards but still have personality. 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.
“We’re investing significantly in three hotels in great central London locations, and that investment goes beyond the physical changes. 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.”
From 14 October, all three properties will operate under the Guild Hotels name across guest-facing channels, accompanied by the launch of the brand’s website and social media presence.
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