Hilton's Curio Collection launches first UK hotel

The Trafalgar St. James, Curio Collection by Hilton, Central London, UK

On the south side of Trafalgar Square, The Trafalgar St. James, Curio Collection by Hilton has been added to the brand's portfolio of over 35 hotels and resorts. The new London property is the first Curio Collection by Hilton hotel in the UK.

The Trafalgar St. James in Central London has 131 guestrooms and 15 suites. This new Curio Collection hotel is near some of the city's most iconic attractions, such as The National Gallery and Theatreland. 

In 2017 alone, Curio Collection by Hilton, which launched in 2014, expanded its portfolio with new properties at five in-demand tourist destinations worldwide. 

Virtual Event

HOTEL OPTIMIZATION PART 2 | Now Available On-Demand

Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.


The brand debuted in the center of Rome in July 2017 following an extensive restoration and rebranding of the Aleph Rome Hotel, which was built in the 1930s. The 88-guestroom hotel is near the Spanish Steps, Trevi Fountain, Villa Borghese and the Barberini metro station. While this is the first Curio Collection hotel in Rome, it is the second in Italy. That same month, Hotel del Coronado—a National Historic Landmark in Coronado, CA—began operating under the Curio Collection brand. The hotel has 757 guestrooms, including the 78 villas and cottages in its Beach Village. 

In June, the Curio Collection debuted in two destinations. The 75-guestroom Grand Hotel Des Sablettes Plage in the Provence Alpes Cote d'Azur region of the French Riviera coast opened in late June while the 267-guestroom Sanya Yazhou Bay Resort on the Hainan Island coast opened on June 8. A month earlier, the 226-guestroom Darcy Washington D.C. in the U.S. capital launched six blocks from the White House.  

Suggested Articles

The partnership aims to help restaurants streamline online orders from apps like GrubHub, UberEats, DoorDash, Chownow, Caviar, Postmates and others.

Two conferences traditionally held in the first half of each year are rescheduling for the second half.

In October, visitor arrivals were down 90.4 percent compared to 2019 and hotel occupancy was below 20 percent.