Owned by Starwood Capital, the Oxford Road landmark hotel in Manchester will change name following a refurbishment overhaul thought to have cost in excess of £25million.

The rebranding is expected to take place in November when the Starwood Capital Group officially launch: Principal - a new urban lifestyle hotel group.

Principal Manchester is one of a collection of city centre hotels operated by Starwood Capital. The 271 bedroom hotel was formerly headquarters of The Refuge Assurance Company. Its 66 metre high tower is a dominant feature on the Manchester cityscape. The neon lettering on its clock tower will also be changed to the new brand. 

Principal, as the group’s new ‘urban lifestyle’ hotel brand will sit alongside De Vere, its sister brand of ‘country house style’ hotels.

Principal Hotels group is expected to number around 12 properties by 2018. Joining Principal Manchester in its November launch will be the 240-bedroom Principal Edinburgh George Street (formerly the George Hotel) and the 155-bedroom Principal York (formerly The Royal York).

Other hotels currently undergoing renovation and which will rebrand next year include the Hotel Russell in London and the Grand Central Hotel in Glasgow.