The Icon Hotel is privately owned & operated by Franco & Lefi Anacreonte. 

Our vision and aspiration is to purposely differentiate ourselves from any other hotel, particularly the larger chain-branded establishments, and to offer a quality and service of a 4 star hotel at affordable prices. On the 1st August 2008, we purchased arguably two of Luton's most iconic (hence the name) and landmark buildings; the former head offices of insurance giant Zurich Plc and the former Luton Chamber of Commerce, which had been vacant for some 10 years.

The buildings were adjacent to each other but not connected and joining them together to form one building proved an enormous technical & structural task.

The £3m conversion works commenced in March 2009 and we paid particular attention to sound proofing, comfort, design, energy saving features & subtle but nonetheless state-of-the-art gadgetry. We aim to open the first of two phases in the first week of November 2009 with the final phase opening by the first week in December 09.

We've furnished the hotel in a themed, elegant and aspirational manner. It is our deliberate intention to associate ourselves with and contribute to the community having sponsored for example both Luton Town Football Club (Franco's life-long team) & Luton Borough Council and continuously forging relationships with various local business. To this quest therefore we want the Icon to provide an ambience based not only on design but also interesting historical associations such as Luton's hat industry. Capello's (our signature restaurant) is both the Greek & Italian word for Hat. Luton Town FC are known as ‘The Hatters'.

We wish to be recognised as Luton's best hotel offering a truly exceptional and unique guest experience at affordable prices.