The Sassy – Soho – by Frankie Says

The Sassy – Soho – by Frankie Says Overview

First Impressions

Walking up to The Sassy – Soho – by Frankie Says, you immediately get that this isn’t your typical London hotel. The name alone tells you they’re not taking themselves too seriously, and honestly, that’s refreshing in a city where so many places try too hard to be posh. This four-star property sits right in the thick of things in Westminster Borough, and I mean right in the heart — you can practically feel the pulse of London from the moment you step inside.

Location That Actually Matters

Look, everyone says their hotel has a great location, but The Sassy genuinely earned that 9.9 location score. You’re literally surrounded by everything that makes London, well, London. Covent Garden’s street performers and market buzz are just around the corner, and you can walk to the West End theaters without breaking a sweat. What I really appreciated was how easy it was to duck into those little side streets of Soho for a proper coffee or late-night bite — you know, the kind of spontaneous discoveries that make a trip memorable.

The Room Experience

The rooms have this playful sophistication that matches the hotel’s personality perfectly. They’ve managed to blend comfort with character without going overboard on the quirky details — though there are definitely some fun touches that’ll make you smile. The beds are genuinely comfortable (I’m picky about this), and the bathrooms are well-designed with decent water pressure, which honestly can be hit-or-miss in London hotels. You’ll find everything you need without feeling cramped, which is no small feat given how space works in central London.

The Neighborhood Vibe

What really sets this place apart is how it connects you to the real Soho energy. Step outside and you’re immediately part of that wonderful chaos — the mix of tourists discovering hidden pubs, locals grabbing lunch, and that constant hum of creativity that makes this area special. I loved being able to walk to Borough Market for breakfast one morning, then catch a show in the evening without needing the tube. The area feels safe for wandering, even late at night, and there’s always something happening if you’re in the mood to explore.

Why Guests Love It

Couples particularly seem to connect with The Sassy, and I can see why — there’s something romantic about being right in the center of everything while still having a stylish retreat to return to. The staff genuinely seem to enjoy working there, which creates this welcoming atmosphere that’s hard to fake. It’s the kind of place where you feel like you’re staying somewhere with personality rather than just booking a room. You’re paying for that prime location and character, but honestly, when you’re this close to everything London has to offer, it feels worth it.

The Sassy – Soho – by Frankie Says Accommodations

Facilities