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.