Axiom Hospitality has launched Guild Hotels, a new London hotel brand built around its crafted Hospitality approach, spanning three properties in Fitzrovia, Bloomsbury and Marble Arch. The three hotels, previously operating under Radisson Blu, are being rebranded as Guild Hotels, with a new identity and guest experience across the properties. The hotels 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 the skilled makers and tradespeople who helped shape the city. Inspired by a traditional maker’s stamp, the brand’s hallmark features subtly throughout the hotels, from embossed guest directories to vegan leather coasters.
The launch is backed by more than £20 million of investment across Guild Hotel Fitzrovia and Guild Hotel Bloomsbury. A refurbishment of all 186 bedrooms at Guild Hotel Bloomsbury and 330 bedrooms and suites at Guild Hotel Fitzrovia has been completed, with new Italian joinery and updated interiors. A further programme of work is planned for 2026/27 across the Guild Hotel Bloomsbury’s public areas and the conference facilities at the Guild Hotel Fitzrovia.
A great solo travel tip spotted this week on Hotel Designs.
