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Starwood Capital launches new lifestyle hotel group

Principal to be a collection of city-centre venues based in landmark UK buildings

Pictured: Principal Manchester is one of the venues making up the new hotel group, Principal

Starwood Capital Group is launching a new urban lifestyle hotel group called Principal, following a £150 million investment into the portfolio.

The global private investment firm says the hotel group will be a collection of city-centre venues based in landmark buildings across the UK. Hotels included in the collection are Georgian townhouses that form The Principal Edinburgh George Street (formerly The George Hotel) and the Principal Manchester, which boasts a recognisable clock tower.

The new hotel group will launch on 1 November.

Barry Sternlicht, chairman and CEO of Starwood Capital Group, said: "At the heart of a great business is a unique and authentic story. Our people and our buildings have great stories to tell, and these stories differentiate you from the competition, giving your guests and your staff something to cheer about. "Reviving these historic, grande-dame hotels is a truly great story, they are spectacular buildings in which we can create dynamic scenes. The story of each hotel, its amazing history and architecture is the opposite of the mass-produced chain hotel, and provides us with a canvas on which to curate a unique sense of place."

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