Purpose and Commitment


Our vision is to be a market leading property operator and developer. We strive to achieve this by adhering to our core values that drive our organisational culture, success and develop our financial strength.

Mission statement

To create sustainable, profitable growth through the delivery of positive guest experience, innovative processes, quality partnerships and a commitment to provide opportunities for personal & professional development.


We believe in nurturing opportunities for people to grow and develop in order to realise their true potential, both within our industry and the broader community. We are ultimately a people’s business, with a strong ethos on giving every person an opportunity to shine. Our people focus is demonstrated through a number of company initiatives and activities we run throughout the year along with a social commitment in supporting charitable organisations and the communities in which we work.

Core Values
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We’re proud to help make an impact in the local neighbourhoods where we work. Over the years, we’ve carefully selected a group of local charities to work with that are doing honourable work for the greater good of humanity.

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Integrity creates trust, and here at 4C Group, it’s one of our most valuable assets. We employ people to represent our company that demonstrate high moral values and always do the right thing. We work with stakeholders who share the same values and ethical principles that we do.

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Our best work is created when we can work together collaboratively and recognise each other’s strengths, it’s how we grow and achieve the best possible outcomes. We care for each other and unite with our colleagues, guests, neighbours, stakeholders and investors to create long lasting relationships and reach a collective goal.

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We take great pride in the quality and high standards set at our hotels and properties, from service to exceeding guest expectations; it’s why we are a brand partner of choice.

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We’re constantly working on new ideas and solutions that will help us reduce our environmental impact through green best-practices in maintenance, services, logistics, products, and supplies.

Our Community

At 4C Hotel Group, we believe that we each have a responsibility towards our environment and strive to do all we can to conduct our business in a responsible and sustainable way and encourage those that work with us to support us in this. Please click here to access our full sustainability policy.

By putting ESG into practice, we are committed to:

  1. Conducting ourselves responsibly and in an ethical manner
  2. Creating a positive and supportive working environment
  3. Supporting local communities
  4. Acting with integrity in our dealings with suppliers and other parties
  5. Minimising the impact on our environment.

Environmental, Social and Governance (ESG)

At 4C Group, we believe in an individual sense of environmental responsibility. Each one of us must strive to do all we can to conduct our business in a responsible and sustainable manner and we encourage our partners to support us in this. Our ESG framework draws from the United Nations Sustainable Development Goals, including:


12 Responsible consumption and production 13 Climate action

4C is committed to reducing our carbon footprint through effective conservation of our environment and resources. Our focus is on building stronger community connections. Our approach includes collaborating with local entities to enhance biodiversity and improve the availability of locally sourced products.


3 Good Health and Well-being 4 Quality Education 5 Gender Equality 8 Decent work and economic growth 10 Reduced inequalities

We aim to drive positive change in the communities we operate in, from providing upskilling opportunities to supporting small and diverse led organisations to participate in our supply chain. Part of our outreach includes supporting the Macmillan Cancer Support and The Learning Disability Network. Macmillan are one of the UK’s leading support networks providing emotional, physical and financial support for those affected by Cancer. The Learning Disability Network provides a range of services to aid and empower those with learning disabilities to live independently. Operating primarily in London, but supporting individuals across the UK.


We believe collaborating with both the management and operational teams on our corporate strategy contributes to our success. Science-based targets inform our ESG policy to ensure we work reduce our carbon emissions across Scopes 1, 2 and 3.

Sustainability Policy


Here at 4C, we recognise our responsibility to preserve the environment and aim to create a strategy to minimise our impact whilst strengthening community ties. Our policy outlines our approach and is informed by science based targets and the United Nations’ Sustainable Development Goals.

We are committed to:

  1. Conducting ourselves responsibly and in an ethical manner
  2. Creating a positive and supportive working environment
  3. Supporting local communities
  4. Acting with integrity in our dealings with suppliers and other parties
  5. Minimising the impact on our environment

We communicate this policy to our team, clients and other stakeholders via our website and internal memos.

Responsibility and review

All members of the team have a role to play in complying with our Sustainability Policy and overall objectives and are encouraged to make further suggestions in relation to initiatives we could undertake.

We are committed to ensuring our policy remains effective and this policy is reviewed at least annually to verify its effective operation.


Core principles

Our customers

We work with and support many different types of customers by providing business and leisure facilities to meet their needs. We understand that our business exists in a competitive market and our customers expect a positive and professional guest experience and train our teams to consistently deliver this.

Our people

We respect and value the individuality of each one of our team members; we are committed to creating a culture of inclusion and diversity.

We provide access to training for all our team to not only equip them for their current roles, but also to allow them to be in a better position to fulfil their full potential. We believe that supporting individual growth and development helps us attract and retain talented individuals and 38% of our current team have been with us over five years.

Our local communities

In considering our impact on the community we have resolved to sponsor and support local charities.

We feel proud to have established a strong relationship with The Westminster Society, a local charity supporting those with learning disabilities and their families, to live as independently as possible. We both share an ethos in empowering individuals to develop their skills and realise their full potential.

We currently coordinate an annual Christmas appeal – gifts are given to the children the centre supports. It is always a delight to see the spark in the eyes of the children when receiving gifts from Santa which is a lovely closure to the year. You can find out more past events here via our news page.

Our suppliers

We endeavour to work with organisations that share the same ethos of commitment in sourcing fairly, ethically and sustainably.

Our environment

4C is dedicated to lowering our carbon emissions in an effort to more efficiently conserve our environment and resources. Including:

  • Measuring and implementing water and energy reduction strategies.
  • Reducing environmental impact by implementing an environmental management strategy.
  • Minimising waste by prioritising sustainable materials, recycling materials and reducing delivery packaging.
  • Sourcing environmentally friendly products that are recognised by credible standards.
  • Protecting local ecosystems and replenish natural resources where possible through the use of green roofs and working with local conservation organisations.

4C Group are proud to be members of The Energy & Environment Alliance (EEA). The Energy & Environment Alliance is a not-for-profit coalition of hospitality sector leaders working with renowned experts to achieve this vision in a rigorous, profitable, and timely manner. 4C Group is delighted to work with the EEA to further their efforts in creating a sustainable future for the hospitality sector.

4C Group proudly joins the Green Tourism network and is in the process of applying for green certification across its London hotel portfolio.

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4C is thrilled to congratulate their outstanding hotel properties, Westin London City and Canopy by Hilton London City, on their remarkable achievement of receiving the esteemed “Excellence” rating for BREEAM In-Use!