Guild Hotels Replaces Radisson Blu at Three London Sites
Per Hospitality & Catering News, Axiom Hospitality's Fitzrovia, Bloomsbury and Marble Arch hotels trade as Guild Hotels from 14 October. It is a hotel rebrand, not new supply, so update your comp-set labels and watch the 2026/27 works.
Competition Radar
Axiom Hospitality has launched Guild Hotels, a new London hotel brand, and from 14 October 2026 its three hotels in Fitzrovia, Bloomsbury and Marble Arch trade under that name across guest-facing channels, according to Hospitality & Catering News (14 October 2026). The hotels previously operated as Radisson Blu. This is a rebrand of existing hotels, so it adds a new name to your comp set, not new rooms to the London market.
In brief
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