I hated this hotel, primarily for the staff but also for the room.

Most (but not all) of the staff here were lazy and shiftless - the front desk employees in particular. One genius at the front desk played around on his computer for 5 minutes not even knowing how to log in to his account so I could get checked in.... until someone else came over and did it for him, who then turned her back and walked away.

The room had a typical Kit Kemp design (seen one, seen them all) like every other Firmdale hotel I've stayed in but was dark as a hole, had only one window looking directly into the wall of an adjacent building (see the attached), and a bathroom that was always fetid and hot compared to the bedroom.

This place is really so gross. Never again. Stay away.

The Soho Hotel is my new favorite London hotel. My family of 4 (2 adults, 2 teens) recently spent a week here and we all loved it. It's stylish, luxurious, comfortable, casual but cool, and the service is top notch. The concierges helped me and our family with recommendations, tips on transportation and tourist destinations, and even facilitated a pizza delivery for my kids so the adults in our group could go out. The breakfast was amazing and we had a daily credit that was more than enough per person. The location is smack in the middle of Soho, but also down a quiet alley so you get the best of both worlds. 5 stars all the way, you can't go wrong here.

Stunning five star hotel.Excellent central location in central London.Very generously proportioned rooms including very stylish room finishes and fabrics.The bed was super comfortable.The Bathroom was very high quality.Make certain you sample the GB Pounds 45 Breakfast which was super tasty.Attentive staff.