At Criterion Capital, we’ve been championing this shift for years – and proving it works.

With our in-house brand Zedwell Hotels we transform buildings that others have overlooked into high-performing, sustainable hotels in central locations. These conversions are carefully designed adaptive reuse projects that preserve embodied carbon, reduce waste, and breathe new life into city centres.

Our approach is simple: we work with what’s already there, cutting down on construction time, cost, and environmental impact ♻️. We design for rest, not excess – our windowless-by-design “cocoon” rooms are quieter, more energy-efficient, and adaptable to almost any building footprint. And we embed sustainability in operations at every step, from opt-in housekeeping that saves up to 40% water and linen use, to energy-efficient HVAC and lighting systems, to consumer partnerships that keep spend within the community and support local economies.

Our flagship Zedwell Piccadilly Circus turned one of London’s most challenging properties – the iconic Trocadero – into one of its most resilient hospitality assets.

Today, we are scaling the model across the UK, proving that adaptive reuse can be both environmentally responsible and operationally robust.

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