When it comes to ultra-luxurious stays, the scene is largely dominated by monolithic five-star chains. That isn’t the case with Firmdale Hotels. Instead, owners and designers Tim and Kit Kemp have kept their portfolio modest, resulting in efficiently run, tastefully designed hotels. In 1996, this building became the Covent Garden Hotel, and 30 years on, it’s still a worthy member of London’s hotel crème de la crème. Full of texture, colour, and lavish touches, its 58 rooms balance country-house cosiness and modern amenities. Downstairs, Brasserie Max is buzzy and decadently decorated, while the hotel’s Covent Garden location puts theatre, restaurants, Soho’s pubs and bars right on the doorstep.
Time Out tip: Forget afternoon tea, here you can get Afternoon Cheese! With cheeses, seasonal dishes and drinks, it is as great as you can imagine.
Price: From £550 per night



















