we spent 4 nights earlier this month at The Soho Hotel in London and had a wonderful stay! I highly recommend this hotel for many reasons. first, the location in the heart of Soho is outstanding. we could walk to so many sites and restaurants, etc. but the hotel is also set back on a quiet street so when in the room you're unaware of the bustle of Soho. we had a "deluxe" room. it was very large (especially for London) and supremely comfortable. a very big, luxurious bathroom with a soaking tub and dual vanities and a separate stall shower were really nice. the room itself is well-appointed and the bed was one of the more comfortable hotel beds I can remember. we slept really well. the hotel has many amenities including tea salon, fitness area and a very popular restaurant on site. the staff is also top-notch -- everyone at the hotel is quite friendly and professional (but not stuffy). they made us feel very welcome throughout our visit. Greg the concierge had many excellent recommendations in particular. we will definitely seek to return to this hotel if we're lucky to visit London again.

Wonderful hotel! Fabulous decor, very welcoming and friendly staff. Perfect location. The concierge went above and beyond for us in booking a private tour and many restaurants as well. We had breakfast delivered most Mornings and the food arrived as ordered and on time. Delicious and healthy options were available. The bed was very comfortable and the room and bathroom sizes were generous. I used the gym almost daily and it was clean and well equipped.
My only recommendation is to ask for a top floor room if you are a light sleeper as if there are guests above you, you might be awakened by their doors closing or walking around. We would highly recommend this boutique hotel to all! 5 ⭐️!

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.