Rebranding as a growth strategy: The Corus Hotel Hyde Park transformation

Strategic insights and project scope

 The £42 million redevelopment of the 389-room property marks a decisive move to reposition the former Corus Hotel Hyde Park within London’s upper-upscale lifestyle segment. Operated under Marriott International’s Tribute Portfolio, the future Hyde & Seek will combine global brand reach with a distinctive, independent identity — a model increasingly favoured in the capital’s competitive market. 

Its prime location opposite Hyde Park provides a strategic advantage, capturing both leisure and business demand within one of London’s most established hospitality districts. 

Designed by Fitzsimons Design and AD Associates, the project blends Victorian heritage with a bohemian aesthetic. The concept integrates coworking areas, event lounges, and signature F&B venues, reflecting the rise of hybrid-use hospitality assets that merge lifestyle, business, and community engagement. 

In line with modern investment priorities, the redevelopment also focuses on sustainability and energy efficiency, embedding ESG principles into both construction and operation.

 A project that pushes boundaries

 “Hyde & Seek is set to become a unique and eccentric addition to the London hotel scene. This project boldly pushes the boundaries of expectation, rejecting the dull and embracing the charm of the location.We are incredibly proud of this transformation and grateful to the team of partners helping bring this vision to life. We look forward to working with Marriott International to meet the evolving needs of our guests and can’t wait to unveil Hyde & Seek next year.” said Andrew Khoo, Chairman of Immersive Hospitality Management.

 Reinventing London’s hospitality landscape 

The Hyde & Seek redevelopment reflects a strategic shift in asset management, where hotels evolve into multifunctional spaces blending accommodation, lifestyle, and business. 

By repositioning a historic property through design, technology, and brand collaboration, Immersive Hospitality Management and Marriott International are setting a precedent for value creation through reinvention.

 This redevelopment reflects the sustained confidence of investors in London’s hospitality market, where innovation, lifestyle, and design-led experiences are reshaping the city’s hotel landscape. Hyde & Seek illustrates the ongoing evolution toward hybrid hospitality concepts that combine flexibility, creativity, and long-term asset value. 

Alongside other recent landmark developments — including St. Regis London, Six Senses London, and Dorchester Collection’s new London residential project — this initiative reinforces the capital’s position as a key European hub for high-end, experience-driven, and resilient hospitality investment.