Skift Take

Starwood Capital has gradually been building up its UK presence over the past few years through a series of acquisitions. This rebrand into two distinct units will help it boost brand recognition across the market.

Investment firm Starwood Capital Group is bringing together all of its UK city-center hotels under the name Principal.

The three initial properties in Edinburgh, York, and Manchester will be joined by others in the portfolio during the course of 2017.

The CEOs of Marriott, Expedia, Club Med, and More Are Speaking at Skift Global Forum 2016. Join Us.

The move is part of a wider reorganisation of the company’s UK assets. Starwood’s UK business will now be known as The Principal Hotel Company with Principal used for city locations and De Vere for everything else.

Over the past few years Starwood Capital has been gradually building up its presence in the UK. In 2013 it acquired Principal Hayley through an affiliate and more recently it has taken control of De Vere Venues, Four Pillars, the Townhouse Collection and other individual assets.

The man behind Starwood Capital, real estate mogul Barry Sternlicht, also founded Starwood Hotels and Resorts in 1995, where he served as chairman and CEO until 2005.

Have a confidential tip for Skift? Get in touch

Photo credit: The Principal Manchester. Starwood Capital Group is rebranding its UK portfolio as a public-facing brand. The Principal Hotel Company

Up Next

Loading next stories