Starwood Capital launches a new hotel brand

Principal, a new urban lifestyle hotel group, will be launched on 1st of November 2016, as part of the Starwood Capital Group’s portfolio, a leading global private investment firm, following a capital investment of approximately £150 million.

Principal was created in order to be a collection of central hotels situated in landmark buildings in amazing locations all across the United Kingdome. The brand core and its unique heritage are based on the properties and their surroundings. Each of the hotels was an exceptional story of its own than includes special design and architecture, its quirks and characters, and its role in shaping the city and forging relationships with local partners, whether corporate or creative.

“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.”

The Principal Hotel Company, which owns and operates over 40 landmark buildings across the length and breadth of the U.K, received an investment in excess of £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 and some individual, strategic assets.