LONDON—Crimson Hotels has acquired London’s Regency Hotel for more than $152.8 million and reached an agreement to convert it to DoubleTree by Hilton London – Kensington. The news follows a franchise agreement between Crimson and Hilton Worldwide.
DoubleTree by Hilton London – Kensington will be Crimson Hotels’ fourth hotel under the brand, joining properties in London’s West End, Victoria and Woking. Crimson plans to invest $15.28 million prior to opening under the DoubleTree flag, including the addition of a new lobby and refurbished bar and lounge.
“We are opening, on average, one DoubleTree by Hilton hotel every month across Europe, Middle East & Africa,” said Patrick Fitzgibbon, SVP, development, Europe & Africa, Hilton Worldwide. “London is a particularly active market with robust fundamentals—and is now home to 10 DoubleTree by Hilton hotels. Crimson’s strong track record with our upscale brand makes it the ideal partner with which to introduce our newest property in the capital.”
Aly Kassam, CEO of Crimson, commented: “Building on our current portfolio, this will be our third DoubleTree by Hilton in central London and our fourth in the U.K. This opportunity to renovate and rebrand the hotel under DoubleTree by Hilton is consistent with our focus on acquisition of hotels in prime locations.”
The hotel is situated in the Royal Borough of Kensington & Chelsea, with close proximity of Hyde Park, and includes 203 guestrooms, a health club and a range of meeting spaces. Guests will be within walking distance of many of London’s top cultural attractions, including the Natural History Museum, Victoria and Albert Museum and the Science Museum.
“DoubleTree by Hilton London – Kensington is set to be an impressive new destination, on the doorstep of some of the city’s top visitor attractions,” said John Greenleaf, global head, DoubleTree by Hilton. “Our unique service culture provides guests with the welcoming touches to ensure an exceptional stay, leaving visitors to our 10 London hotels plenty of time to explore the city.”
DoubleTree by Hilton London – Kensington will be located at 100 Queen’s Gate and is expected to open in early 2016.