20 Broadwick Street, Soho. A Michelin Key, a Condé Nast Traveller Readers' Choice Award and a Times 'Disruptor of the Year' title — all within a few years of opening.
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Broadwick Soho isn't a boutique outpost of a larger group, nor is it a heritage property trading on its past. It's a genuinely independent hotel — conceived, designed, and operated with a clear point of view. Where large chains optimise for consistency across hundreds of properties, Broadwick Soho optimises for character.
The interior design is considered without being cold. Parquet flooring runs through the common areas and rooms, paired with marble bathrooms that feel genuinely luxurious rather than generically premium. The art throughout the hotel is curated — not decorative filler. And then there's the signature scent: a subtle, distinctive fragrance that guests mention repeatedly in reviews, often noting that it's the first thing they notice and the last thing they associate with the place after checking out.
Four distinct food and drink venues in a single hotel is unusual. Four that each feel like they belong in the neighbourhood on their own merits is genuinely impressive.
The hotel's signature restaurant. Fresh, health-conscious cooking without the self-righteousness that phrase sometimes implies. Private dining capability makes it a strong choice for intimate celebrations or small corporate gatherings. The atmosphere is warm without being formal.
A street-level aperitivo bar. Freshly ground coffee in the morning, bomboloni for a mid-morning pause, and a proper aperitivo programme by evening — negronis and vermouths taken seriously. A genuinely good spot for non-residents too.
The rooftop bar with unobstructed views across the London skyline — the kind that make you pause mid-conversation to take it in. Intimate rather than vast. Reservations are strongly recommended, particularly on weekends and during summer.
The private residents' lounge — a quiet retreat from Soho's relentless energy. A working environment in the morning, a reading room in the afternoon, a pre-dinner cocktail spot in the evening. Accessible only to hotel guests.
El Fenn Residency — a seasonal collaboration with the celebrated Marrakech riad. A considered partnership between two independent properties with shared values around design, hospitality and place. Worth watching the hotel's events calendar for upcoming dates.
Broadwick Soho offers eight room categories — a meaningful range that accommodates solo travellers and families, first-time luxury guests and seasoned suite-hunters.
| Room Type | Best For | From / Night |
|---|---|---|
| Standard | Solo travellers, short stays | ~£350 |
| Superior | Couples, value-conscious guests | ~£420 |
| Luxury | Regular luxury travellers | ~£500 |
| Deluxe | Most guests — popular choice | ~£580 |
| Junior Suite | Longer stays, extra comfort | ~£750 |
| Family Suite | Travelling families | ~£800 |
| Broadwick Suite | Special occasions | ~£1,100 |
| The Penthouse | The ultimate experience | from ~£2,000 |
All rates are approximate and vary significantly by season, availability, and any active promotions. Always check broadwicksoho.com for current pricing.
Don't let the category name mislead you. A Standard room at Broadwick Soho is not a standard room by most hotels' definitions. The parquet flooring, marble bathroom, and luxury bed linens are present from the entry level — which tells you something about the hotel's baseline ambition. At around £350 per night, it's not cheap by any absolute measure, but it's the most accessible entry point into a genuinely award-winning hotel.
The Deluxe category is where a lot of guests land, and it's easy to see why. Guest reviews repeatedly single out the Deluxe rooms for their bathrooms — walk-in showers with genuinely impressive water pressure, marble surfaces, and high-quality fixtures that make the morning routine something to look forward to rather than rush through. At around £580 per night, it represents the hotel's sweet spot for most travellers.
The Junior Suite introduces a distinct living area, making it the right choice for guests on extended stays. The Family Suite is thoughtfully designed for travelling families — flexible in layout and practical in a way that doesn't sacrifice the Broadwick aesthetic. The Broadwick Suite is the hotel's signature accommodation short of the top. The Penthouse is the flagship: views, space, finishes — everything is at its absolute best here.
Regardless of room type, guests can expect luxury linens, high-quality bathroom products, thoughtful storage, and the kind of design consistency that makes the whole hotel feel intentional. The signature scent carries through from the lobby.
Broadwick Soho doesn't operate a dedicated spa or gym — a deliberate reflection of its design philosophy, which prioritises neighbourhood immersion over in-house facilities. The Nook's calm, private atmosphere does provide a genuine space for rest and mental decompression — which many guests find more restorative than a hotel gym ever could be.
Review scores only tell part of the story — but they're a useful starting point, particularly when the qualitative detail behind them is as consistent as it is at Broadwick Soho.
4.7 / 5
TripAdvisor · Travellers' Choice 2026
69 verified reviews · Ranked #502 of 1,199 London hotels
"The room was absolutely stunning — the bathroom alone was worth the price. We spent more time in the hotel than we expected to, which tells you everything."
"Flute is everything. We went up for one drink and stayed for three hours. The views are genuinely special."
"The Nook was our favourite discovery. We'd work there in the mornings and have cocktails there in the evenings. It felt like our living room for the week."
"Donato at the concierge desk made the whole trip. He'd remembered a restaurant I'd mentioned offhand at check-in and had a table reserved for us on our last night without being asked. That kind of attention is what you pay for at a place like this — and it's completely real."
The 4.3 value score is honest — Broadwick Soho is a premium product at a premium price. Guests who book knowing what they're paying for consistently report that the hotel delivers on its promise.
One of the advantages of booking an independent hotel directly is that the offers tend to be genuinely considered rather than algorithmically generated.
The hotel's loyalty programme. Preferential rates, early access to new packages, and recognition that makes a second visit feel even more considered than the first.
The El Fenn Residency partnership combines the accommodation experience with the seasonal dining residency — a cultural hospitality collaboration you don't find at chain hotels.
Tailored accommodation and experience options for guests travelling with children, paired naturally with the Family Suite — without stripping away the quality that defines the hotel.
Four nights for the price of three. Given how much there is to do within walking distance of 20 Broadwick Street, a four-night stay is easy to fill.
An accessible entry point to the hotel's upper room categories. For guests who've been considering a suite but haven't quite committed.
Cultural programming tied directly to Frieze London — curated itinerary suggestions, dining options, and potentially exclusive access elements.
Beyond the headline packages, Broadwick Soho's cultural calendar runs broader — art retreats, seasonal creative collaborations, and a rotating programme of residencies.
20 Broadwick Street, London W1F 8HT. Approximately five minutes on foot to Oxford Circus (Central, Victoria, Bakerloo lines), seven minutes to Tottenham Court Road (Central, Elizabeth lines), and eight minutes to Piccadilly Circus. For guests arriving from Heathrow, the Elizabeth line into Tottenham Court Road makes the journey under 30 minutes from airport to front door.
Soho sits adjacent to Fitzrovia and the West End's media and creative industry cluster — making Broadwick Soho a natural choice for business travellers working with agencies, production companies, publishers, or the broader creative economy.
Located in the City rather than Soho proper, a grander proposition — a vast converted bank building with multiple restaurants and a members' club. Impressive in scale, but closer to a destination resort than a neighbourhood hotel.
Just a few minutes' walk from Broadwick Street. A more intimate, literary-club atmosphere with strong food credentials and a loyal following. Genuinely good, but its aesthetic is traditional and its room count is limited.
The Firmdale property just off Piccadilly. Characterful design sensibility and an excellent rooftop terrace — but part of a small group rather than a truly independent operation.
Broadwick Soho produces its own in-person neighbourhood guide — a curated selection of restaurants, independent shops, galleries and cultural venues that reflects the hotel's taste rather than generic tourist suggestions. Worth requesting at check-in.
The honest answers to the questions travellers actually ask before booking.
