It would seem to me like the owners of this hotel are grasping for straws or they are desperate somehow. How else would you explain why they have been part of four (I think) different hotel franchise systems in less than three years (if I am not mistaken). I can't remember what they were part of after leaving Marriott in 2011, but there was a different company. So Marriott, something I can't remember, Preferred Hotels & Resorts (now), and Rosewood Hotels & Resorts as of October. Or is there a prize for hotel franchise systems roulette that I am not aware of going on in London? The new St. Ermin's Autograph Collection has been affiliated with just three chains in the last three years, Hilton, Accor M Gallery, and now Marriott (Autograph Collection). What goes on in London, is it something in the water?