In all cases they “edit down” the hotel experience and cut down space rather than the quality of the overall experience. This allows for prices to be lower than more “conventional” competitors in a similar area.
A new “luxury budget” hotel has just entered the scene: Dean Street Townhouse. It daringly tests this concept out in the very centre of London.
This should in theory pose a challenge, because it’s hard to deliver affordable accommodation in a location as desirable as Soho (and you can’t get more “Soho” than Dean Street). But that’s exactly what this hotel is claiming to offer with room rates starting at a highly-attractive £95 .
Our popular review of hotels in Soho found options that were significantly more expensive, albeit with more spacious surroundings. But I do like the honesty here in describing their cheapest rooms as “tiny”!
The venture is being managed by the same people who are behind the well-established Soho House Club. They also run one of my favourite cafes in Soho – Café Boheme – so I’m definitely in the mood to be kind.
It seems that the target audience is those who are looking for a place to “crash” after a heavy London night out. To this end, they provide a generous selection of toiletries (going well beyond the norm of much more expensive hotels) even including essentials like toothpaste!
“Luxury” is a term bandied about too easily these days, however the Dean Street Townhouse makes this claim on the following basis:
- Personal art collections on display in the hotel.
- Natural toiletries from Cowshed.
- Treat-packed mini-bars.
- Free wireless internet.
- Sony flat screen TVs with Sky Plus and DVD.
- Bathrooms with rainforest showers.
- Antique-style bath tubs, bespoke Egyptian cotton linens, and authentic Georgian design features in the rooms.
So if it’s a half-decent hotel (early signs are promising), it will have no problem in filling its rooms all year round. An added bonus is the English restaurant, though you’re not short of dining options in the area.
We’ll keep you informed of the first guest reviews, so do watch this space.
Photo credits: Dean Street Townhouse.