Overview
- The company, which announced the rebrand Tuesday, set a goal to grow from about 11 properties to 31 within six to ten years.
- Leaders say the new identity positions the business as a specialist management platform that partners with investors to run prime city‑centre hotels.
- In 2025 it completed four conversions to Four Points Flex by Sheraton, establishing a franchise relationship with Marriott International and adding a midscale brand to its platform.
- Management cites guest metrics to back the plan, noting NPS scores above 85 and all London Resident hotels ranking in TripAdvisor’s Top 10 as of March 20.
- The pipeline includes The Resident Farringdon, a 128‑room hotel slated for early 2029 at 1–8 Long Lane in London’s Culture Mile, which would become the brand’s fourth site in the capital.