About Us

The Icon is an independent boutique hotel purposely designed to be as diverse as possible from every other chain-brand that dominates Luton. Every team member has a genuine passion for our profession and everything we do is about you, our valued guests. Our mission is to provide you with a personalised “home from home” experience and ensure you leave completely satisfied.

Get to know us ….


At the peak of Stuart Street stand two imposing towers which hold much of Luton’s history. Having been left derelict due to Luton’s regeneration plans. The buildings were purchased by Franco & Lefi Anacreonte in August 2008, with the plan of renovating the 1976 buildings into a luxury boutique hotel. The design mission was to create a four star hotel at three star prices. However the challenge was to refurbish the two derelict buildings, Allianz Insurance and the Bedfordshire Chamber of Commerce, into one and to add fashionable boutique aesthetics.


Cappello’s restaurant opened on 27th November 2009 and 29 of the original 60 bedrooms were released on December 1st.

A large function for 120 guests was held just days later on 15th December with great success.

2010 – 2011

These years saw Icon Hotel opening an additional 31 bedrooms, the terrace, the onsite Gym and the Aviator Suite or then call IConference Suite


One of the most prominent additions was a custom built fish tank situated in the centre of the Piano Lounge and Cappello’s restaurant, accommodating 2000 litres of water, a shipwrecked full scale original 1968 Vespa scooter and 80 African Cichlid multi-coloured fish.

Shortly afterwards the Icon placed a 1970 Fiat 500 on the canopy roof of the main hotel’s entrance which has become not only a talked about landmark but also a marker for providing directions around the town.


On 1st August 2017 the Icon Hotel was awarded a 4 Star by the AA Hotel Services.

“This is a very proud accolade for all involved and we would like to thank everyone who has helped make this prestigious award possible”, said Michael Bugler, General Manager.