Principal Hotel invests over $324 million in portfolio-wide renovations

De Vere Wokefield Estate, Reading, Berkshire, UK

As Starwood Capital's Principal Hotel Company has been preparing for the launch of its De Vere brand this month, over $324 million in renovations and upgrades are currently underway across its hotel properties. The group is investing in these mass refurbishments to position it as the leading independent conference group in the UK as it opens its newest location, the Principal London

The property originally opened in 1898 as the Hotel Russell, and will reopen under its new name later this year.

Meanwhile, other Principal Hotel locations, including the Principal Manchester and Principal York, will have major renovations. 


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Principal Hotel CEO Tony Troy told that the investment included hotel infrastructure, like meeting spaces and guestrooms, staff training and overall brand. Refurbishment plans include an approximately $13-million investment in De Vere Wokefield Estate, which will be completed by December, the renovations of Cardiff Principal's public areas and guestrooms, an approximately $12-million project in the De Vere Beaumont House, which is nearly complete, and a $10-million investment in the 200-guestroom De Vere Tortworth Court. De Vere Wotton House has already received improvements, including expanded Wi-Fi across the estate garden. The group converted 20 of its meeting rooms into executive suites. It has also invested in the other 20 meeting spaces while completely redesigning its 1822 restaurant. 

These plans also follow Principal Hotel’s recent investment in Edinburgh’s The Roxburghe Hotel for about $32 million. The hotel was fully rebranded and renovated in early August under the Principal brand. It is set to relaunch as The Principal Edinburgh Charlotte Square in early September 2017.