Starwood Capital to Launch Principal, New Urban Lifestyle Hotel Brand, Following £150 Million ($194M) Capital Investment

Barry S. Sternlicht - Chairman & CEO, Starwood Capital Group | September 20, 2016

September 20, 2016-- Starwood Capital Group, a leading global private investment firm, announced today that it will launch PRINCIPAL, a new urban lifestyle hotel group, on 1st November 2016, following a capital investment in the portfolio of approximately £150 million. Principal is a collection of city-centre hotels based in landmark buildings in exceptional locations across the United Kingdom. The distinctive heritage and resulting relationship between the properties and their surroundings are the cornerstones of the Principal brand. Each of the hotels has a story to tell—of its history, its design and architecture, its qui...