Target Criteria.

We are actively seeking hotel assets in Central London with repositioning potential. We take a flexible, partnership-led approach — working with owners to unlock value through structured leases, joint ventures, or select acquisitions.

Our typical profile includes:

Size &
Typology

15–50 keys, with flexibility when repositioning potential is strong.
Existing C1 hotels preferred — also open to Sui Generis or other use classes with viable conversion potential.
Vacant, owner-operated, or tenanted/ managed assets considered — including those with in-place operators or legacy lease structures. Ability to unlock value through negotiations and operational transitions.

Location

Primary Focus: Zone 1 London, with selective interest in well-connected Zone 2 locations.
Location Preference: Strong proximity to tourist landmarks, employment hubs, and universities.
Target Areas Include:
- North of Hyde Park: Paddington, Bayswater
- South of Buckingham Palace: Westminster, Victoria, Pimlico;
- Central Core: Soho, Mayfair, Covent Garden, Bloomsbury, Marylebone; and
- East End: Islington, Angel, Shoreditch, Liverpool Street, Bank.

Physical
Characteristics

Minimum 300 m² GIA.
Preference for non-listed buildings, though listed assets are considered case-by-case.
Open to investing significant capex, including full refurbishments
Layouts must support efficient key density and alignment with brand identity.

Operational

Uplift Potential

Underutilised or misaligned assets with clear repositioning potential:
- Dated FF&E and/ or MEP infrastructure;
- Fragmented branding and/ or weak digital presence;
- Limited and/ or disadvantaged OTA distribution;
- Low occupancy and suboptimal ADRs; and
- Operational inefficiencies.

Ownership

Profile

Legacy landlords, private owners, and family offices.
Owner-operators, including those seeking long-term leases, joint ventures, strategic exits, or planning retirement.
Owners of vacant hotels, or assets with in-place leases or management contracts.
Able to negotiate transitions with current tenants or operators to ensure minimal disruption.