Three Radisson Blu hotels in central London become Guild Hotels
Axiom Hospitality has launched Guild Hotels, a new London brand. It covers three hotels in Fitzrovia, Bloomsbury and Marble Arch that used to be Radisson Blu.
Axiom Hospitality has launched a new London hotel brand called Guild Hotels. The brand starts with three hotels in Fitzrovia, Bloomsbury and Marble Arch. Boutique Hotel News reported the launch on October 14.
All three hotels used to operate under the Radisson Blu name. They are now being rebranded. Starwood Capital owns all three properties.
The hotels will still be sold through the Radisson network. They will also stay in the Radisson Rewards loyalty program. This means guests may still find them through familiar booking channels.
The name Guild Hotels draws on London's history of guilds and skilled makers. The report says guests can expect a mix of the reliability of a hotel group and a more individual feel.
In a separate hotel industry story on the same day, Hospitality Net reported that Íslandshótel, described as Iceland's largest hotel group, chose Aven Hospitality to run its booking technology across 18 properties. This is a behind-the-scenes change in how rooms are sold.
What it means for travelers
If you plan to stay in central London, you may now see these hotels listed as Guild Hotels instead of Radisson Blu. The notes say they remain in the Radisson network and loyalty program, so booking and points may work as before. Check the details before you book.
What to watch next
Before you book, confirm the hotel name, your loyalty benefits and any rate details with the hotel or Radisson directly.
How the story unfolded
- Boutique Hotel News Axiom Hospitality launches Guild Hotels across three central London properties
Read the original reporting
- Boutique Hotel News – Axiom Hospitality launches Guild Hotels across three central London properties ↗
- Hospitality Net – Íslandshótel selects Aven Hospitality to unify hotel commerce across 18 properties ↗
Quick questions
What is this hotels & stays story about?
Axiom Hospitality has launched Guild Hotels, a new London brand. It covers three hotels in Fitzrovia, Bloomsbury and Marble Arch that used to be Radisson Blu.
What does this mean for travelers to United Kingdom?
If you plan to stay in central London, you may now see these hotels listed as Guild Hotels instead of Radisson Blu. The notes say they remain in the Radisson network and loyalty program, so booking and points may work as before. Check the details before you book.
What should travelers watch for next?
Before you book, confirm the hotel name, your loyalty benefits and any rate details with the hotel or Radisson directly.
Which outlets reported this?
This brief is based on reporting from Boutique Hotel News and Hospitality Net. Links to the original stories are listed on this page.
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How we made this brief: RoamSun brings together facts reported by the outlets listed above and writes a fresh, short explanation with the help of AI. Every brief is checked so it does not copy the publishers' wording. The original reporting belongs to those outlets – please read their full stories.
