Morton Interior Detail

A New Chapter

For the Imperial London Family of Hotels

New Brand Identity

An Exciting Future Ahead

Imperial London Hotels has been a feature of the London hotel scene since the 1830s and has remained in the same family ever since. Never straying far from its roots in Bloomsbury, London, the Imperial London portfolio of 7 hotels includes some of the most well-known and established hotels in London including the UK's largest, the 1630-room Royal National Hotel, and one of the oldest with the Bedford Hotel dating back to 1864. In the wake of the COVID pandemic, Imperial London Hotels has set its sights on a brighter future, marking a new chapter in its storied history with a brand-new look for both its brand and each of its hotels.

A More Modern Look

The visual identity, developed by South African design agency, Sunshine Gun, and has been inspired by the shapes, patterns and colours found in the architecture, furnishing and decoration of the hotels that both honours the past whilst presenting a more modern and contemporary look. 

The brand name has evolved – becoming Imperial London Family of Hotels – a nod to the common DNA shared by the hotels across the group whilst enabling the personality and uniqueness of each property to have greater prominence.

Upcoming Changes

The rollout will take place across all its hotels over the course of Summer 2023 and is part of a series of changes. Already mid-way through a refurbishment of 250 rooms in the Royal National Hotel to the upgraded “Standard Plus” specification, Imperial London Hotels has further investment plans in both buildings, rooms and guest facilities across the group. The signature project is the refurbishment of the Imperial Hotel with work starting in August on a complete refit of the iconic property overlooking Russell Square, re-opening in Spring 2025.