Zedwell is Criterion’s innovative in-house hotel brand, designed to offer a sanctuary of calm in the heart of bustling cities. Developed in partnership with sleep experts, Zedwell redefines urban hospitality by focusing on rest and relaxation. Each guestroom - referred to as a ‘cocoon’ - is crafted with natural and recycled materials, integrating sound-insulating walls, purified air, ambient lighting, and body-cushioning mattresses to promote deep sleep. By eliminating distractions such as windows and unnecessary technology, Zedwell creates a tranquil space where guests can fully disconnect and recharge.
As a leader in urban hospitality, Zedwell specialises in transforming underutilised buildings into thriving accommodation assets. Our flagship property, Zedwell Piccadilly Circus, opened in the Trocadero in 2020 with over 700 rooms spanning 10 floors, making it the largest hotel in Criterion’s portfolio. The brand has since expanded with the launch of Zedwell Tottenham Court Road - London’s first - and only - underground hotel - in 2023, alongside Zedwell Greenwich. With plans to scale to 8,500 rooms by 2028, Zedwell is set to grow beyond London into key UK cities such as York, Manchester, and Edinburgh, reinforcing its position as a market innovator.
Zedwell’s tech-driven approach enhances both guest experience and operational efficiency. Self-service kiosks enable seamless check-in, while fully automated reservations and dynamic forecasting optimise revenue and occupancy. The brand’s limited-service model fosters partnerships with local F&B businesses, contributing to community engagement and economic vitality. Additional amenities, such as yoga studios, gyms, and co-working lounges, further enrich the guest offering. As Zedwell continues to expand, it remains committed to redefining hospitality with its innovative, experience-led approach.
Our Locations
Now Open: Zedwell Knightsbridge
Now Open: Zedwell Knightsbridge
Our latest opening is located 350 metres from Knightsbridge Station in the iconic Scotch House.
Knightsbridge pulses with vibrant energy and unmatched luxury, standing as one of London’s most dynamic and prestigious neighbourhoods.
Piccadilly Circus
Close to London’s most iconic landmarks and renowned attractions including Piccadilly Circus, Soho, Chinatown, Covent Garden, London Eye and Trafalgar Square.
Tottenham Court Road
London’s first and only underground hotel.
Greenwich
A unique oasis in the heart of historic Greenwich.
