The Firmdale Standard: A Masterclass in Hospitality at The Haymarket Hotel

I’ve been obsessed with Firmdale hotels for a very long time! It’s a colorful, whimsical vibe that feels like you’ve been handed the keys to the most stylish private townhouse in London. During our January stay, the team under General Manager Rachael Russell was on another level. Every single team member we interacted with was outstanding and genuinely kind, making us feel warmly welcomed from beginning to end. Whether it was the doormen anticipating a rain shower with an umbrella or the Duty Manager personally calling our room just to check in on us because he noticed our Do Not Disturb sign was on every day while we were powering through Zoom calls, the care was real and intuitive.

For families navigating a red-eye flight, the coordination here is a lifesaver. I utilized my favorite pro tip of booking the night before so we could walk into our Deluxe Junior Suite at 8 am. Our daughter’s sofa bed was already expertly turned down for her nap, and the room was stocked with fresh fruit, water, and a lovely Firmdale journal. Since it was my husband’s birthday, I had requested a cake via email, and the pastry chef delivered an absolute masterpiece: a rich chocolate mousse with a tart raspberry center on a delicate chocolate cake base. The suite featured a newly renovated marble bathroom with an enormous soaking tub and the best water pressure I have ever experienced in thousands of hotel stays worldwide.

The hotel also takes safety incredibly seriously; the staff was so well-briefed on my daughter’s food allergies that the room service team proactively flagged them for confirmation even when we weren’t ordering for her.

Beyond the rooms, the property boasts a subterranean oasis in the form of a 55-foot swimming pool lit by fiber-optic “stars.” I also explored the broader collection, including a site visit at The Soho Hotel and a wonderful breakfast at the Ham Yard Hotel. The service at the Ham Yard was absolutely top-notch, and the vibrant atmosphere of the restaurant made it such a memorable morning. One of the coolest things about these properties is their personality! The Ham Yard even features its own 1950s-style bowling alley and private theater. Kit Kemp’s signature design, massive fabric headboards, and iconic dressmaker mannequins make every one of these properties feel like a living art gallery.

Pool at The Haymarket

While the brand is rooted in London, they bring that same British charm to several incredible locations in NYC, including the Crosby Street, Warren Street, and Whitby Hotels.

For more inspiration and insider recommendations, visit our London page.