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London, United Kingdom
  • Overview
  • Accommodations
  • Amenities
  • Activities
  • Dining
  • Location

Headlining a new high-end urban lifestyle hotel collection, The Principal London is a Grade-II listed grande dame hotel on the eastern edge of the city’s Russell Square in Bloomsbury, London’s most literary neighborhood. The hotel was designed by Charles Fitzroy-Doll and originally opened in 1898 – today, after a multi-million-pound refurbishment from top to toe, the hotel will reopen in Spring 2018 to much acclaim. A lovely terracotta exterior is complemented by four British queen statues, who guard the entrance, and a striking, contemporary feel inside – a spot-on combination of rich heritage and modern sensibilities.

The Principal London is a member of PRINCIPAL, a collection of city-centre hotels, based in landmark buildings in exceptional locations across the United Kingdom. Each of the hotels has a story to tell – of its history, its characters, its architecture and its role in shaping the city.


Oasis of modern luxury and creature comforts, The Principal London’s 334 guest rooms and suites nod to Bloomsbury’s literary and artistic heritage and incorporate recognizable PRINCIPAL touches – red bedside telephones and a free tuck box of treats. The completely redesigned guest rooms and suites offer custom-made beds, 300-thread-count linens, bathroom amenities from The Perfumer’s Story, commissioned artwork, a curated book selection and more. Families may opt to spread out in the Deluxe Rooms overlooking the Russell Square gardens, with ample space and two double beds. Suites are lavish escapes with super-king mattresses, fresh flowers daily, a Dualit coffee maker, a selection of London ales in the mini bar and a bathroom with a walk-in shower stall or roll-top bath.


With an ear to the ground with regards to what makes an excellent hotel stay extraordinary, The Principal London has upgraded many of its amenities to meet the demands of London’s (and the world’s) five-star market. Minibars will be prestocked with local favorites in the deluxe rooms and suites. Today’s technological necessities are addressed, including free WiFi, flat-screen smart televisions and Bluetooth speakers. Fresh milk, as well as still and sparkling water are provided free of charge. And a virtual newsagent offers more than 60 complimentary newspapers and magazines to download and read.


There’s much ado at The Principal London, with sightseeing for all ages and interests nearby. The hotel is convenient to the British Museum (the UK’s favorite attraction), the British Library, West End theatres, Sadler’s Wells, shopping on Oxford and Regent streets, the National Theatre, Shakespeare’s Globe, the Tate Modern, Covent Garden, Regents Park and more.


Londoners are already looking forward to the incredible dining and fabulous cocktails sure to be on tap at The Principal London and its neighborhood-feel Neptune restaurant. The eatery combines the informal flair of Brett Redman and Margaret Crow’s Richmond gastropub and Elliot’s dining room. A “salon for the 21st century,” guests will dine here amidst East End creatives, West End fashionistas, tech “geeks” and fellow discerning travelers. Not to be missed – Burr & Co., which morphs from casual coffeehouse by day to chic wine bar by night. And afternoon tea or a glass of champagne is a must at the serene Palm Court.


Set in Bloombury on the edge of Russell Square, The Principal London is central to the West End, the City and King’s Cross. Heathrow Airport is 22 miles by car or one hour direct on the Piccadilly Line from Russell Square. Gatwick Airport is 42 miles away; London City Airport is 9 miles away.