Guild takes the guest name on 14 October
Axiom Hospitality put its own brand on three London hotels on 14 October 2026. Guild Hotel Fitzrovia, Guild Hotel Bloomsbury and Guild Hotel Marble Arch now trade under a name Axiom controls.
Distribution stays where it was. All three hotels continue to sell through the Radisson network, and guests continue to earn and redeem Radisson Rewards points.
The brand's own site describes Marble Arch as an affiliate of Radisson Hotels. It offers additional savings and rewards to guests who enrol with Radisson Rewards.
617 Rooms, 516 of Them Refurbished
The three hotels hold 617 rooms and suites. Fitzrovia carries 330, Bloomsbury carries 186 and Marble Arch carries 101.
Refurbishment covered 516 rooms: every room at Fitzrovia and every room at Bloomsbury, with new Italian joinery and updated interior finishes.
Marble Arch took the Guild name in May 2026. Fitzrovia and Bloomsbury switched during 2026.
Where the Capital Went
More than £20 million sits behind the launch. The figure covers Fitzrovia and Bloomsbury.
No document splits the sum between the two properties. No document states a management fee, a contract length or an incentive term at any of the three.
A second programme covers Bloomsbury's public areas and Fitzrovia's conference facilities across 2026 and 2027, with no value and no dates attached.
What a Revenue Desk Can Price
The release carries no rate. No published figure covers any of the 617 rooms, and the release sets no rate window, no minimum-stay rule and no cancellation term.
No occupancy, average rate or revenue figure appears for any of the three hotels. The public record runs to room counts, a capital sum and the distribution line.
That distribution line is one sentence long: the hotels remain in the Radisson network and in Radisson Rewards.
Three Sites, One Operator, One Owner
Starwood Capital owns all three buildings and Axiom manages all three. The brand sits on assets Axiom already operates for that owner.
Axiom calls the operating model Crafted Hospitality. The staffing claim behind it carries no headcount, training spend or benchmark.
All three hotels carried a 4.0 rating on their Radisson listings. That reading predates the relaunch.