Starwood’s W brand heads for London’s Leicester Square

Starwood Hotels & Resorts has revealed its first W boutique hotel in the UK will open in 2010 in a mixed use development in Leicester Square. 

The hotel, which will be called W London, will be followed by W Manchester, also in 2010, located in the city’s warehouse district.

Starwood currently has 23 W properties in Europe, Africa and the Middle East. It opened its first in Europe in Istanbul in May.

The new London hotel will be built on the former Swiss Centre building in Leicester Square. It is a partnership with the Irish property development company McAleer & Rushe Group, which is constructing a 10-story, mixed-use development including leisure and retail space. 

W London will feature 194 guest rooms and 10 two-level, luxury branded residences, as well as a spa, fitness facility and restaurant.

Michael Wale, senior vice-president and director of operations for North-west Europe at Starwood, said: “As part of the W brand’s global expansion, W London-Leicester Square will provide a unique alternative for our global guests while facilitating their discovery of one of the world’s most fashionable cities.”

Hilton to launch new boutique brand in the UK >>

Battle of the hotel brands >>

Sheraton Park Lane could be UK's first W >>

By Rosie Birkett 

E-mail your comments to Rosie Birkett here.