I have been going to the Firmdale Hotels since they opened and I am a big fan. But The Soho Hotel is definitely my favorite one in London ( as the Crosby Street in New York is my favorite NY hotel ) .

Everything about this hotel is what you expect and hope for in a luxury city hotel : clean , big rooms, incredible mattresses and bed linens, big bathrooms,great products, new thick towels and robes, great assortment in mini bar , impeccable service, 2 cosy living rooms for meetings or reading , big healthy breakfast choice , both buffet and a la carte, fun( but noisy ) bar and restaurant area, amazing location in the heart of Soho but in a quiet mews , beautiful and well taken care of interior design......what else can you want ?

The Soho Hotel makes you feel like someone, a person not a corporate, really cares.

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.