The former Le Meridien Piccadilly hotel is set to become an independent property and rebrand as The Dilly.
The hotel dates back to 1908, and a programme of renovation has started under its owner Archer Hotel Capital.
Archer said it made the decision to operate The Dilly as an independent hotel when the management contract with Marriott International – of which the Le Meridien brand is part – expired.
The hotel has 283 rooms and suites; The Terrace restaurant; Madhu’s Indian pop-up restaurant; one of London’s largest underground pools; a health club and spa with two squash courts; a dedicated dance studio; and several meeting rooms.
“This is the first hotel in the Archer portfolio to be operated independently and the first to develop its own brand,” said Guy Pasley-Tyler, director portfolio and fund management at Archer Hotel Capital. “The transition and rebrand of The Dilly will be our renewed focus with immediate improvements to include a new exterior design to the entrance of the hotel and lobby refurbishment, plus an ongoing bedroom redesign.”
The newly formed Axiom Hospitality will now manage The Dilly on behalf of Archer.
“We believe The Dilly has the potential to be the place to see and be seen in Piccadilly as it once was,” said Alex Pritchard, director of Axiom Hospitality. “This year has been difficult but has given us an opportunity to refocus on why this city is one of the greatest in the world to welcome guests back to.”
He added there were more than a million small businesses in London and that “sourcing from them is going to be our top priority”.
“We want to find those that can give The Dilly a really special, local feel, which we believe is a new concept for London, whether it be with flowers, guest amenities, food or London-sourced drinks,” added Pritchard.
Archer Hotel Capital was established in 2018 and owns other hotels in Europe, several of which are managed under various Marriott brands, including the Hotel Arts Barcelona, Westin Palace Madrid and Renaissance Vendome Paris. Archer also recently bought the Conrad Dublin.