Axiom puts its own flag on three London hotels
Axiom Hospitality launched Guild Hotels on 14 October 2026. The brand covers Guild Hotel Fitzrovia, Guild Hotel Bloomsbury and Guild Hotel Marble Arch.
Starwood Capital owns all three buildings. Axiom manages all three. The brand sits on assets the company already runs for that owner.
Marble Arch took the Guild name in May 2026. Fitzrovia and Bloomsbury switched during 2026. From 14 October all three trade as Guild Hotels on guest-facing channels, with a brand website and social accounts live.
What each address now carries
Guild Hotel Fitzrovia holds 330 rooms and suites at 130 Tottenham Court Road, W1T 5AY. It has 11 meeting rooms holding up to 150 guests, and two outlets trade as Steak & Lobster Fitzrovia and The Warren.
Guild Hotel Bloomsbury holds 186 bedrooms at 97 Great Russell Street, WC1B 3LB. The guestrooms are finished. The public areas wait for the next phase.
Guild Hotel Marble Arch holds 101 rooms across four converted Victorian townhouses at 19-25 Granville Place, W1H 6PA. It carries two meeting rooms and a gym that opens around the clock.
The three counts total 617 rooms and suites.
The twenty million landed in two hotels
The launch carries more than £20 million of investment. The money went into Fitzrovia and Bloomsbury.
All 330 rooms and suites at Fitzrovia were refurbished. All 186 bedrooms at Bloomsbury were refurbished. The programme covered 516 rooms, with new Italian joinery and updated interior finishes.
Marble Arch took none of it. No source splits the sum between the two properties.
A second programme covers Bloomsbury's public areas and Fitzrovia's conference facilities across 2026 and 2027. It carries no value, no start date and no completion date.
Radisson keeps the booking path
All three hotels continue to distribute through the Radisson network. Guests keep earning and redeeming Radisson Rewards points.
The brand site describes Marble Arch as an affiliate of Radisson Hotels. It offers additional savings and rewards to guests who enrol with Radisson Rewards.
Crafted Hospitality and the staffing claim
Axiom calls the operating model Crafted Hospitality. Ashish Arora, area general manager, placed it in London's four-star market: guests want consistently high standards with personality, and the team carries the welcome, the room detail and the local knowledge.
The staffing claim carries no figures. No document publishes headcount, training spend or a service benchmark behind it.
All three hotels carried a 4.0 rating on their Radisson listings. That reading predates the relaunch.
What the file does not answer
No source states the management terms, the contract length or the fee structure across the three hotels. No source splits the £20 million by property. No relaunch date for Fitzrovia or Bloomsbury is published beyond the year. No published rate covers any of the 617 rooms.