Criterion Hospitality has strengthened its collaboration with Mews, the leading hospitality cloud platform, through a multi-year partnership designed to further automate operations, optimise revenue management, and enhance the guest experience across its growing portfolio of hotels.
Criterion Hospitality, the operational arm of Criterion Capital, is known for transforming underutilised buildings into thriving hospitality spaces. Among its standout brands is Zedwell, an innovative hotel concept developed in partnership with sleep experts. Designed as an urban retreat, Zedwell offers soundproofed rooms, purified air, body-cushioning mattresses, and ambient lighting, all crafted to promote better sleep and relaxation in prime city-centre locations such as Leicester Square, Piccadilly Circus, Tottenham Court Road, and Greenwich. With ambitious expansion plans, Zedwell aims to reach 8,500 rooms by 2027, extending beyond London into York, Manchester, and Edinburgh.
Technology-Driven Hospitality Transformation
To support its growth, Criterion has integrated Mews’ advanced Property Management System (PMS) and Atomize, a revenue management platform recently acquired by Mews. This powerful combination automates pricing strategies, dynamic forecasting, and reservation management, helping to maximise occupancy and revenue while reducing manual workload for hotel teams.
Automation plays a central role in Criterion’s operations. At Zedwell Piccadilly Circus, the brand’s largest hotel, 15 self-service kiosks handle fast and seamless check-ins, with over half of guests opting for kiosk check-in and more than a third choosing to check in online before arrival. Additionally, Mews Payments automates 100% of reservation payments, streamlining transactions and reducing friction in the guest journey.
Currently, eight Criterion Hospitality hotels, including Victory House Leicester Square, Assembly Covent Garden, and the expanding Zedwell portfolio, are powered by Mews’ technology. With further properties set to join the platform in the next 18 months, this partnership is set to play a key role in Criterion’s continued growth.
Matt Welle, CEO of Mews, expressed his enthusiasm for the collaboration: “It’s a pleasure to work with forward-thinking brands like Criterion Hospitality. We’ve been on this journey together since 2021, and their dedication to innovation and efficiency, while always putting guests first, makes them a leader in frictionless hospitality.”
Halima Aziz, Head of Hotels at Criterion Hospitality, echoed this sentiment, highlighting the impact of Mews’ technology: “We’re delighted to strengthen our partnership with the Mews team. Their pioneering technology has helped us enhance automation throughout the guest journey, allowing our teams to focus on what truly matters-delivering excellent customer service.”
As Criterion Hospitality continues to grow and redefine the guest experience, its partnership with Mews is ensuring a smarter, more efficient, and guest-centric approach to hospitality, setting new standards for modern hotel operations.
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