This week, The US based private investment firm Starwood Capital Group has unveiled its new urban UK lifestyle brand, Principle.
Launching at the beginning of November, Principle is part of an investment of around £150 million with hotels ranging from Georgian townhouses to historic clock towers.
The new brand will launch with three ‘landmark buildings in prime locations’, The Principle Edinburgh George Street (formerly the George Hotel), the Principle Manchester (formerly the Palace Hotel) and the Principle York (formerly the Royal York).
Starwood Capital Group’s rebranding of its UK hotel portfolio is part of a £150 million investment under the new name The Principle Hotel company.
Principle Hotels will be based in city centres, with Starwood’s De Vere brand extending to more rural locations. De Vere itself will be relaunched in 2017 following an investment of over £50 million and will comprise of country house properties with conference facilities.
The Principle Hotel Company aims to have around a dozen hotels by 2018.