Axiom Hospitality launches Guild Hotels brand in London

Axiom Hospitality has introduced Guild Hotels, a new London-based brand encompassing three properties in Fitzrovia, Bloomsbury, and Marble Arch. Formerly operating under the Radisson Blu name, these hotels will continue to be distributed through the Radisson network and remain part of the Radisson Rewards program.

The launch is supported by over £20 million in investment, specifically targeting the Fitzrovia and Bloomsbury locations. Extensive refurbishments have been completed for 186 bedrooms at the Bloomsbury property and 330 bedrooms and suites at the Fitzrovia property, featuring updated interiors and new Italian joinery. Future renovation plans for 2026/27 include Bloomsbury’s public spaces and Fitzrovia’s conference facilities.

Guided by a concept termed ‘Crafted Hospitality,’ the brand aims to combine the reliability of a major hotel group with the unique character of an independent property. The brand identity draws inspiration from the history of London’s guilds and skilled tradespeople, a theme reflected in guest amenities and commissioned artwork by illustrator Sarah Kirby.