Starwood Capital unveils UK brand
Starwood Capital Group, the US-based private investment firm, has unveiled a new urban lifestyle brand, Principal, for the UK.
Launching on November 1, Principal is a collection of city-centre hotels in ‘landmark buildings’ in ‘prime locations’.
Part of an investment of around £150 million, the hotels will range from elegant Georgian townhouses to historic clock towers.
The brand will launch with three hotels – The Principal Edinburgh George Street, formerly The George Hotel, The Principal York, formerly The Royal York Hotel (pictured here), and The Principal Manchester, formerly The Palace Hotel.
The group hopes to have around a dozen hotels by 2018.
The new brand is part of Starwood Capital Group’s rebranding of its portfolio of UK hotels under the new name of The Principal Hotel Company, comprising Principal in city centres and De Vere in more rural locations.
The De Vere brand, which will be country house properties with conference facilities, is scheduled to relaunch in spring or summer 2017 following an investment of more than £50 million.
Starwood Capital was founded by Barry Sternlicht, the man who formed Starwood Hotels & Resorts, although the two companies are not connected.
The Principal Hotel Company, which owns and operates over 40 landmark buildings across UK, received an investment of more than £200 million following the acquisition of Principal Hayley by a controlled affiliate of Starwood Capital Group in 2013, and the subsequent acquisition by controlled affiliates of Starwood Capital Group of De Vere Venues, Four Pillars, the Townhouse Collection alongside some individual, strategic assets.
"At the heart of a great business is a unique and authentic story. Our people and our buildings have great stories to tell, and these stories differentiate you from the competition, giving your guests and your staff something to cheer about," said Barry Sternlicht, chairman and CEO of Starwood Capital Group.
"Reviving these historic, grande-dame hotels is a truly great story— they are spectacular buildings in which we can create dynamic scenes. The story of each hotel, its amazing history and architecture is the opposite of the mass-produced chain hotel, and provides us with a canvas on which to curate a unique sense of place."
Each hotel will have a bar and restaurant designed to appeal to locals as well as hotel guests.
They will also have vintage letterboxes in each lobby and a ‘corner shop’ selling treats to stock the mini bar and essentials.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Airlines suspend Madagascar services following unrest and army revolt
Airbnb eyes a loyalty program but details remain under wraps
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026