New UK Hotel Brand: Principal

Starwood Capital Group has announced that it will launch Principal, a new urban lifestyle hotel brand, this November.

Principal is a collection of city-center hotels based in landmark buildings across the United Kingdom. The distinctive heritage and relationship between the properties and their surroundings are the cornerstones of the Principal brand. 

The core of every Principal Hotel is its bar and restaurant that resonates with both locals and hotel guests. Other focal points include: vintage letterboxes in each lobby; a “corner shop” selling treats to stock the mini bar; a tuck box of complimentary snacks, as well as fresh milk and mineral water; and a Concierge to guide guests to hidden gems and must-see attractions.


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The Principal Manchester

The Principal Manchester occupies three adjoining buildings dating to between 1895 and 1932, commissioned by The Refuge Assurance Company as its headquarters (which includes the iconic clock tower). The Principal Manchester has been remodeled to create 270 loft-style guest rooms and suites designed by Michaelis Boyd Architects; 17 meeting and event spaces, including the largest hotel ballroom in northwest England; The Refuge Dining Room and Public Bar, curated by DJs-turned- restaurateurs Luke Cowdrey and Justin Crawford; and a double-height lobby complete with a 10-foot tall bronze horse sculpted by Sophie Dickens.

The Principal York

The Principal York (formerly The Royal York Hotel) dates to 1878, and was built to serve York Railway Station. The restoration, by 3D Reid and Goddard Littlefair, places an elegant Garden Room at the hub of the hotel, next to the main lobby and grand staircase, where guests can enjoy afternoon tea while looking out across manicured gardens. In addition to 155 guest rooms and suites, The Principal York offers an events center and 10 additional meeting and event spaces; a gym and indoor pool; the Chapter House bar, serving local craft ales; and The Refectory Kitchen & Terrace, a fresh, seasonal, locally produced-themed restaurant.

The Principal Edinburgh

Completing the trio of hotels at launch, The Principal Edinburgh has been welcoming hotel guests since 1881. At The Printing Press Bar & Kitchen, local Head Chef Colin Fleming champions modern Scottish cooking, and the bar team oversees a collection of local spirits, from single malts to Edinburgh gin and Scottish vodka.

The Principal portfolio also includes Principal Partners – iconic hotels that will join the brand in the coming years. Among them: The Grand Central Hotel in Glasgow; The Hotel Russell in London, which is currently closed and is due to reopen next summer as The Principal London; and the former Martins Bank, which will open as The Principal Liverpool in early 2018.

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