The combination of Brexit and pandemic has not passed without consequences on the streets of London. The problems affect all social groups and even the luxury sector, which fears that the city will become less attractive to tourists from the United States, China and the Persian Gulf, who are already beginning to prefer Paris or Milan for their million-dollar purchases.
Last spring, firms including department stores Harrods and Harvey Nichols, investment company Cadogan and The Lanesborough Hotel joined forces with hundreds of retailers to urge the government to reinstate tax-free for non-Europeans who now divert their spending elsewhere countries. Before Brexit they could claim VAT refunds on purchases made in the UK.
Sector operators warn that this tax increase will have an impact on the entire tourism ecosystem, including hotels, restaurants, museums and theaters. However, London, which continues to be the most tagged city on the continent on Instagram, ahead of Paris, Barcelona, Berlin and Madrid, is not resigned to losing the title of European luxury capital.
According to a report by Knight Frank, the UK capital currently has 75 five-star hotels, more than any other city in the world. Aware of the difficulties, the London hotel industry is experiencing a phase of renewal with new openings that offer unique and sustainable experiences, closely linked to the history of the city.
Marina Capello, an expert consultant on the local market, photographs the trends like this: “London style is always very classic, but at the same time extravagant (quirky), depending on the clientele you want to attract. In particular, boutique hotels remain in high demand and tend to be more eclectic than larger ones, especially when it comes to interior design.”
An emblematic example of this is Broadwick Soho: seductive and extravagant, with a homely aesthetic created by world-renowned interior designer, Martin Brudnizki, known for Harry's Bar, Annabel's, The Beekman and Scott's Restaurant. With a deft mix of inspirations, from Jazz Age opulence to Sixties Italy, a dash of English eccentricity and Seventies disco-pop, Broadwick Soho, opening in November 2023, is a celebration for the senses.
Dear Jackie is the hotel's flagship restaurant, serving classic Italian cuisine with a modern twist and a decadent atmosphere. The residents-only lounge, The Nook, offers a relaxing escape from the bustle of Soho, with a fireplace and record player. The rooftop terrace bar, Flute, is the jewel in the crown, and just above is an art-filled private dining room where you can entertain at London's most glamorous dinners and parties.
Soho is, without a doubt, one of the best-known and most touristy neighborhoods in the city that, however, has not experienced gentrification phenomena strictly linked to the expansion of the luxury hotel offering. As Capello comments, “while some neighborhoods are experiencing this phenomenon due to expansion needs rather than to attract tourists, others, like Notting Hill, maintain their residential identity despite their film fame. Unlike many other cities, in London there are no significant changes to the urban fabric due to the construction of hotels.”
Furthermore, as with most European cities, new London projects focus mainly on the recovery of existing buildings rather than new construction. One of the most spectacular examples is The Raffles OWO, which opened on September 29, 2023. The hotel has been housed inside the Old War Office, the building near Buckingham Palace that was the headquarters of the War Office during the two world conflicts.
The palace, an emblematic monument of the Edwardian style, was built at the beginning of the last century and has gigantic dimensions: more than a thousand rooms connected by a network of corridors more than four kilometers long. The interiors feature hand-made mosaic floors, oak panelling, chandeliers and a grand marble staircase.
On the upper floors we find 125 rooms and 85 private apartments, but also nine restaurants with some of the most famous chefs in the world, and three bars, including the Spy Bar inspired by Her Majesty's secret service. There is also a wonderful Guerlain Spa that extends over four floors. Just to acquire the historic building, the Raffles group invested around €400 million.
Although the most impactful operations are carried out by large international groups, London hotels, especially 5-star hotels, are characterized by individuality and a variety of styles, escaping the standardization of brands. In terms of originality, in July 2023, 1 Hotel Mayfair opened, a nine-storey sanctuary of sustainable hospitality overlooking Green Park.
The SH Hotels group
Sustainable touches are everywhere, from chalkboards instead of paper to wooden key cards, recycled hangers and repurposed glassware. Dovetale, chef Tom Sellers' restaurant with two Michelin stars, offers seasonal, organic and locally sourced dishes. Neighbors Café offers fair-trade coffee and snacks, while Bamford Wellness Spa provides personalized treatments based on Lady Bamford's holistic approach.
