Axiom Hospitality has launched Guild Hotels, a new London hotel brand, 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.
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.
That idea of craft also sits behind the hotel experience. Guild Hotels describes its approach as Crafted Hospitality, designed to offer the reliability guests expect from a hotel group without the corporate playbook, alongside the character and warmth of an independent hotel. Teams are trusted to take ownership of the guest experience and bring their own knowledge of London into a stay.
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.
The Guild Hotels brand ethos is brought to life in a specially commissioned linocut by illustrator Sarah Kirby, celebrating the people who bring the hotel experience to life. Depicting moments from across the hotel, from bartenders to housekeeping, the artwork will feature on key cards and guest materials throughout the properties.
The brand’s attention to detail extends to a signature scent crafted from amber and cedar wood with notes of citrus and clove, designed to create an immediate sense of welcome. Guests will also find exclusive bone china mugs featuring London skylines, designed by East London Prints, hand-tied door hangers and blind-embossed guest directories. The team’s uniforms draw inspiration from classic British tailoring, featuring wool-mix waistcoats, leather-trimmed aprons and brown brogues.
“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, Area General Manager of Guild Hotels.
“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.”
