The Zetter Bloomsbury, London, United Kingdom

A characterful London townhouse just steps from the British Museum

Hidden among the elegant streets of Bloomsbury, The Zetter Bloomsbury brings a distinctly personal character to central London. Set across six Georgian townhouses on Montague Street, moments from the British Museum, this boutique hotel feels closer to an imaginative private residence than a conventional city stay. Vintage furniture, collected artworks, bold fabrics and unexpected objects fill the interiors, while open fires and inviting sitting rooms create a warmth that feels wonderfully removed from the pace of the capital outside.

Its 68 rooms, including nine suites, each offer their own interpretation of Bloomsbury style. Tall Georgian windows frame leafy views, carefully chosen furniture gives the spaces a sense of history and modern comforts are introduced without losing the character of the original buildings. Some rooms overlook the garden, while the Terrace Suite offers its own outdoor space, a four-poster bed and an indulgent in-room bath. The result is expressive and individual, with every room offering something slightly different to discover.

Breakfast unfolds in The Orangery, a light-filled space looking out across the garden through elegant arched windows. British favourites range from eggs royale to a full English, while afternoons are given over to tea, delicate sandwiches and freshly baked scones. When London delivers one of its brighter days, tables move outside and the garden becomes a secluded pocket of greenery hidden behind the Georgian façades.