Honestly, I wasn’t expecting much when I first walked up to the Gem Fitzrovia on Bolsover Street – it’s tucked between some pretty ordinary office buildings and you’d actually walk past it if you weren’t looking for the subtle signage. But you know what? Sometimes the best places are the ones that don’t shout about themselves. This 4-star spot sits right in the heart of Fitzrovia, and I mean properly in the thick of it, not just claiming to be central like half the hotels in London do.
The thing about this location is that you’re literally a two-minute walk from Oxford Street if you need your shopping fix, but you’re also surrounded by these brilliant little independent cafes and pubs that most tourists never find. I kept ducking into Fitzroy Tavern around the corner – apparently Dylan Thomas used to drink there, though honestly I was just after their Sunday roast. The hotel itself has this sort of understated elegance thing going on… clean lines, decent-sized rooms for London standards (and trust me, that matters), and the staff actually seem to know the neighborhood when you ask for recommendations. The 7.8 rating makes sense to me – it’s not trying to be the Ritz, but it does what it does really well.
What I appreciated most was how quiet it gets at night, despite being so central. Bolsover Street isn’t a main thoroughfare, so you’re not dealing with buses rumbling past at all hours like you would on some of the bigger roads. The rooms face different directions – mine looked out over the street and it was perfectly fine, though I imagine the back rooms are even quieter. Check-in was smooth (I got there around 3pm and everything was ready), and they’ve got that whole modern hotel thing down without feeling sterile. The WiFi actually worked properly, which… well, you’d be surprised how often that’s not the case. If you’re the type who likes exploring on foot, you’ll love this spot – Regent’s Park is maybe a 10-minute walk north, and you can easily wander down to Soho or Marylebone depending on your mood. It’s not the cheapest option in London, obviously, but for the location and the fact that you’re getting a proper hotel experience rather than some cramped boutique place or soulless chain, I’d definitely stay here again.