Zedwell hotels, Criterion Hospitality

In addition to Zedwell, Criterion’s diverse West End portfolio invites visitors, participants, and allies to experience Pride from the very heart of the action, offering a range of hotels catering to every taste. From the art deco sophistication of Hotel Indigo Leicester Square and speakeasy skyline dining at 1 Leicester Square - London's only 1920s-themed rooftop venue - to the theatrical charm of Victory House London, and playful modernity of Assembly Hotel, guests can enjoy bespoke activations, themed menus, and dazzling rooftop celebrations throughout the Pride season. Criterion’s hotels place guests moments away from major Pride hotspots, immersing them in the vibrant spirit of the festivities from morning to night.

Halima Aziz, Head of Hotels at Criterion Hospitality, commented: “We’re thrilled to be part of Pride in London 2025 as their Gold Hospitality Partner. At Criterion, we believe hospitality should nurture a sense of belonging. Our hotels are designed as platforms for community, creativity, and care. Pride is a time to honour identity, expression, and love in all its forms, and we are proud to play a meaningful role in this powerful celebration.”

In addition to accommodation support, Criterion will also host a special Pride in the City party at Miradora - London’s first rooftop tequileria - on 10th floor of Assembly Hotel later this year. With panoramic views overlooking famous landmarks including The London Eye, Houses of Parliament and The Shard, this partner event will gather guests for an electric evening of music, connection, and celebration in true Pride spirit.

Dee Llewellyn, Director of Partnerships & Growth at Pride in London, added: “We’re delighted to welcome Criterion Hospitality as a Gold Hospitality Partner for Pride in London. Their Zedwell hotel brand and established hospitality presence throughout London's West End - especially near key Pride locations - makes them an ideal host for visitors and participants. Their inclusive ethos and distinctive hotel experiences positions them as the perfect partner to help power the festivities this year.”

This year’s Pride in London will feature a dynamic series of stages across the city, including Trafalgar Square, Golden Square, Soho Square, Dean Street, and the Family Area at Victoria Embankment Gardens. Notably, attendees will find the LGBTQIA+ Women’s Stage - a dedicated space celebrating LGBTQIA+ women and non-binary individuals. With awe-inspiring performances and a marketplace of diverse stalls, food, and drink, the stage adds to the rich cultural offerings just moments from Criterion’s West End hotels.

ENDS