In late 2022, Hilton announced an exciting new luxury hotel opening in London. I want to provide an update, as the opening has been delayed a bit, and some more details about the property have also been made available.
In this post:
Admiralty Arch becoming Waldorf Astoria London
The Waldorf Astoria London Admiralty Arch is expected to open in 2026, though we don’t yet have any timeline beyond that, and reservations aren’t yet open.
For context, Admiralty Arch is one of London’s most iconic landmarks — it was initially commissioned by King Edward VII in memory of Queen Victoria, and it’s located at the end of The Mall, opposite Buckingham Palace, offering views of Buckingham Palace, Nelson’s Column, and Trafalgar Square.
Admiralty Arch has been home to people ranging from Sir Winston Churchill (whose office was within the arch), to the author of the James Bond novels, Ian Fleming. Even today, it plays an integral role in many ceremonial occasions.
In 2012 plans were revealed for this landmark to be converted into a luxury hotel, thanks to a 250-year lease. This has moved at a snail’s pace, and in 2017 it was announced that this would become a Waldorf Astoria. However, in 2022 there was an ownership change, as Investors Capital Limited sold the property to Reuben Brothers. Fortunately they maintained the same vision for the property.
Details about the property continue to remain fairly limited, though more information has been made available over time. The hotel will feature a total of 100 rooms and suites, a spa and wellness area, a rooftop terrace on the sixth floor, and a terrace on the ground floor. Furthermore, there will be at least two signature restaurants, with Clare Smyth and Daniel Boulud as official chef partners, each in charge of one of the restaurants.
Here’s how Hilton CEO Christopher Nassetta describes this project:
“Admiralty Arch is undoubtedly one of the most iconic landmarks in London and we are delighted to be working with Reuben Brothers on this magnificent hotel. With a legacy of preserving and enhancing incredible historical buildings, Waldorf Astoria is a natural fit for this development, and Reuben Brothers’ proven track record in delivering projects of this magnitude makes them a wonderful partner. Together we will write the next chapter of this exceptional building’s rich story and we look forward to expanding our partnership over the coming years.”
Meanwhile here’s how Jamie Reuben of Reuben Brothers describes this project:
“Transforming and restoring Admiralty Arch – a true London landmark – into a five-star luxury hotel with restaurants, bars, a ballroom, spa and residences is an incredible honour for us. We are excited to be working with our esteemed partner, Hilton, to bring the Waldorf Astoria brand to the heart of London, and revitalising the area for hotel guests, visitors and London locals to experience and enjoy.”
I’m impressed by Waldorf Astoria’s new hotel pipeline
Waldorf Astoria has long been regarded as a great brand, but as time goes on, I think it’s increasingly differentiating itself. As we know, the major hotel groups want to grow at any cost, since they get a cut of revenue, and that makes investors happy.
Their priority isn’t maintaining quality, but rather, it’s convincing hotel owners to pick their brand over a competitor. All too often, that involves making compromises when it comes to the quality of new properties.
When you think of the “big three” hotel loyalty programs (at least in the miles & points world), Park Hyatt, St. Regis, and Waldorf Astoria, are generally considered among the top brands. Of those, I think Waldorf Astoria has the most interesting new property pipeline, by far, and it’s really hitting most of the global hotspots.
I think many of the new Waldorf Astoria properties are more in line with Four Seasons than your typical St. Regis. I also love all the places we’re seeing new openings. Beyond London and New York, we’re seeing new properties in Costa Rica, Osaka, Sydney, Tokyo, and more.
Conversely, I think St. Regis is probably one of the brands that has seen the biggest variability in terms of the quality of new properties, where some are great, and some aren’t. I find St. Regis used to be a really consistent brand, but that’s no longer the case.
Bottom line
The Waldorf Astoria London is expected to open in 2026, as a transformation of the Admiralty Arch landmark. This property sounds great, so here’s to hoping that we don’t see additional delays.
It’s fantastic to see the number of new luxury points hotels coming to London. We’ve recently seen the Park Hyatt London River Thames open, and the St. Regis London is also expected to open in 2026. The Waldorf Astoria seems like the most spectacular, though, purely based on the history of the building it’s located in.
What do you make of the Waldorf Astoria London?
How many people will book the Waldorf Hilton by mistake.
One of the more recent residents of this building was Tony Blair's Deputy Prime Minister Lord John Prescott who, according to all the scandal mongering gossip columnists, make very good use of his government-funded "love nest" quarters.
I agree that new Waldorf Astoria pipeline may be the most interesting of the big three (not the least of which is the renovation of the original Waldorf Astoria), However, the brand as a whole is by far the least consistent of all the brands mentioned. I recently stayed at the Grand Wailea and Roosevelt Hotel in New Orleans, both WA properties. They were both far inferior to even the worst RC, St. Regis or...
I agree that new Waldorf Astoria pipeline may be the most interesting of the big three (not the least of which is the renovation of the original Waldorf Astoria), However, the brand as a whole is by far the least consistent of all the brands mentioned. I recently stayed at the Grand Wailea and Roosevelt Hotel in New Orleans, both WA properties. They were both far inferior to even the worst RC, St. Regis or Four Season. If Waldorf Astoria wants to compete at the ultra high end of the market, they need to do a much better job at brand consistency.
@Ben - I'd like to see you review more high-end Hiltons if possible. After too many disappointing Ritz Carlton stays I'm more or less cutting Marriott out from now on. I find your take aligns with my own experiences 95% of the time, so I'd be interested to get your insight into brand consistency, quality, etc.
I second this. I've been quite impressed with WA/Crockfords/Conrad properties so far and I'd love to see more reviews from Ben on upper tier Hilton properties.
Brand name is something that is leased by a property owner. It is meaningless. One must assess each property on its own.
"Admiralty Arch has been home to people ranging from Sir Winston Churchill (whose office was within the arch), to the author of the James Bond novels, Ian Fleming." This seems more like the Old War Office which is Raffles London at the OWO now.
Churchill had been Lord of the Admiralty twice. Ian Fleming was a naval intelligence officer. Churchill used the OWO later in his career.
well…… when you're the smallest brand in terms of footprint, you also have the best development potential.
That photoshopped pic of Admiralty Arch is misleading. The bulk of the hotel space and rooms will be in blocky appendages on either end of the building.
I don’t think the picture is photoshopped, the North & South blocks are pictured which will house a lot of the spaces, attached is link to the proposed floor plans on the lower levels;
https://idoxpa.westminster.gov.uk/online-applications/files/0914D27DAB641208B920C312DDEBAA33/pdf/20_07669_LBC-PROPOSED_FIRST_AND_SECOND_FLOORS-6672004.pdf
Jack, the subject photograph is not photoshopped, it was taken from a viewpoint on The Mall (Buckingham Palace side) looking towards Trafalgar Square.
Have you ever been to London? Nothing in the picture is photoshopped.
I used to live there, jerk.
Ok Jack, I’ll bite …. when did you “Live there” and in what capacity?
Prescott famously opened up empty Whitehall Buildings including Admiralty Arch to the homeless during a cold spell so Jack could have been a resident.