The Sassy – Soho – by Frankie Says ⭐⭐⭐⭐

Hotel Description

You know what caught me off guard about The Sassy? The name made me expect some over-the-top boutique situation, but honestly, it’s got this perfectly dialed-in personality that works. Walking up to the place in Covent Garden (yes, technically Westminster Borough on paper, but you’re basically in the heart of Covent Garden), I was struck by how they managed to feel distinctly not-corporate without trying too hard. The lobby has this music-themed vibe that nods to the “Frankie Says” branding, but it’s subtle—think vintage band posters and sleek record displays rather than cheesy rock memorabilia everywhere.

The location is actually brilliant if you know London at all. You’re a two-minute walk from the Covent Garden tube, which I mean, that’s gold right there. But here’s the thing locals know—you’re also perfectly positioned between the tourist madness of Covent Garden Market and the more chill cafe scene heading toward Bloomsbury. I spent most mornings grabbing coffee from Monmouth (the original one on Monmouth Street, not the Borough Market tourist trap) before the crowds hit. The rooms themselves surprised me—for a 4-star in this part of town, they’re more spacious than you’d expect, and whoever designed them actually understands that travelers need places to put their stuff. The bathrooms are properly modern without being stark, and the beds are legitimately comfortable, not just Instagram-pretty. One small thing that bugged me initially was the street noise, but honestly, once you close the windows (which are good quality), it’s fine, and you’re in central London—if you wanted silence, you’d be in the Cotswolds.

What really won me over was how the staff seemed to actually know the neighborhood. When I asked about dinner recommendations, the front desk guy didn’t just hand me a generic list—he asked what I was in the mood for and pointed me toward this tiny Italian place on Endell Street that I never would’ve found otherwise. The evening vibe in the hotel feels relaxed but energetic, probably because you get a good mix of business travelers who’ve finished their meetings and people exploring the city. I’d definitely stay here again, especially if I wanted to be walking distance from both the West End theaters and decent shopping without paying Fitzrovia or Marylebone prices. It’s the kind of place that feels like someone put actual thought into what travelers need rather than just checking boxes for a brand standard.

Rooms

• Apartment with 2 × 1 double bed and 1 sofa bed for 6 adults, 5 children

Facilities