Phenomenal location, walking distance to Chinatown, Covent Garden, Oxford Street and theatre, but what's really nice about this hip hotel is the service is above impeccable from the doorman, to check in, to room service - all lovely. The bathrooms are larger than some hotel rooms in NYC, I hated to come out, and I adore the heated towel racks. At the risk of sounding old, the rooms are comfortable design, more so than other boutique hotels that try too hard to be hip with useless lighting tricks and less than comfortable amenities.

I stayed with my kids ( albeit they are 20 , 18 , 15 and 13) here for 3 nights , we had 3 rooms which in fact were all suites and all quite large. Furnishings excellent , not noisy in any way and the room service was quick and efficient. Me and my wife would have preferred to stay here alone as the bar and restaurant were really very popular and we never managed to get seats in the bar at any time during our stay. The hotel has a couple of rooms where you can sit and have a drink however these were often full with parties and a residents bar is really needed in my opinion. The concierge was great and the location central although this is bang in the middle of the gay area so if you are homophobic choose another hotel ! One really annoying thing and this is a general hate of mine is that the hotel charges for wifi which these days I think is like charging for electricity or water - its free in MacDonalds guys come on !!!

I stayed several times at The Soho and still love to be back.
Even after trying most of the other Firmdale's hotels I prefer this one.

Lively and still with a home-feeling, contemporary and cosy. Great location, professional and friendly staff. Right balance between keeping the hotel safe and be welcomming.

I appreciate that all the obvious is as it should be (from shower to wifi), but also love the details: Hendrick's gin at the mini-bar (my favourite), gym in line with the hotel's atmosphere, ...

This time I stayed at room 207, recently refurbished (see pics)

No glitches? Some details: Refuel (bar-resto) becomes very busy and too noisy just after work, somehow they always forget my late check-out.
Remember that almost none of the rooms has a real view.

Finally: you do pay for the quality and deals become very rare.

The Soho, like several of Firmdale's hotels has its own screening rooms in the basement and the smaller theatre with its cow-hide armchairs is just the right place to give guests a stunning night at the movies. We used it to screen Skyfall to an excited group of 35 or so and prior to the film we had used the adjoining Crimson Bar for suitably Bond-themed cocktails, food and an opportunity to mix and chat. Organisation before the event was efficient and professional. Attention and service on the night was exemplary. The result was a triumph - 35 very happy guests, well impressed and extremely happy. It also helps that above the screening rooms you have one of Soho's chicest hotels with enormous rooms, beds to sleep for a month in and a team that from reception to housekeeping could give so-called luxury hotels an hour long start and still beat them in a 100 metre dash! You really cannot fault any aspect of the attention Firmdale people give you whether you are there on your own, or like us with a group of 40 people in total.

And of course being in the middle of Soho, the hotel attracts all kinds of film and TV people - so it shouldn't have felt that spooky that next morning at breakfast one of the stars of Skyfall - Ralph Fiennes was sitting at the next table! Cool or what?

Just stop charging for wi-fi!