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SmarterTravel Spotlight: The Kimpton Fitzroy London Review

There’s no shortage of hotel options when it comes to staying in London, but one of the city’s latest openings is worth considering for your next trip across the pond. Formerly the Principal London, the Fitzroy was rebranded as a Kimpton in fall 2018, fresh off of a $113 million renovation done under the previous ownership.

You’ll be seeing more Kimpton properties in the U.K. and Europe soon (in addition to its Amsterdam property), with openings set in Glasgow, Manchester, Paris, and Frankfurt between now and 2023. And, as of March 2019, the Kimpton Charlotte Square Hotel is now open in Edinburgh.

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The Location


Located in London’s Bloomsbury neighborhood in Russell Square, the Kimpton Fitzroy offers convenience, history, and style. The iconic heritage building opened in 1898; its new name takes after the original architect of the hotel, Charles Fitzroy Doll.

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The grand building overlooks the park and is a few minutes’ walk away from the Piccadilly Line Tube station. Bloomsbury is home to universities, so the neighborhood reflects student culture in bookshops and cafes. You’re also not far from the British Museum and Charles Dickens Museum—the author, along with other literary legends like Virginia Woolf, lived here during the 19th and 20th centuries.

The Rooms


I stayed in the large Junior Suite, which has one of the most gorgeous hotel bathrooms I’ve ever seen. The standard rooms have thoughtful features like plugs built into the sides of mirrors to maximize space. Velvet accents and a signature red rotary-dial phone appear in all rooms. I loved the complimentary tuck box with tea, coffee, and sweet and savory treats.



Some of the hotel’s most convenient features are its on-site dining options. If you’re looking for a quick breakfast or space to do some work, the attached coffeehouse, Burr & Co., is an ideal spot. In the hotel, you’ll find the Palm Court, a light-filled setting perfect for afternoon tea; Fitz’s Bar, a posh hangout; and Neptune, a full-service restaurant with a gorgeous raw bar.


The brand has carried over all its customer-favorite amenities like a daily hosted happy hour, in-room yoga mats, the complimentary “Forgot It We Got It” items, complimentary bikes, complimentary Wi-Fi, and a welcoming stance toward pets.

There’s a modern, spacious area for conferences and events, as well as a small fitness center, which isn’t something you find in every London hotel.

Price and How to Book: Rates at the Kimpton Fitzroy start at $276 per night and can be booked on TripAdvisor or Kimpton’s website.

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Ashley Rossi is always ready for her next trip. Follow her on Twitter and Instagram for travel tips, destination ideas, and off the beaten path spots.

By Ashley Rossi

Ashley Rossi is always ready for her next trip. Follow her on Twitter and Instagram for travel tips, destination ideas, and off the beaten path spots.

After interning at SmarterTravel, Ashley joined the team full time in 2015. She's lived on three continents, but still never knows where her next adventure will take her. She's always searching for upcoming destination hotspots, secluded retreats, and hidden gems to share with the world.

Ashley's stories have been featured online on USA Today, Business Insider, TripAdvisor, Huffington Post, Jetsetter, and Yahoo! Travel, as well as other publications.

The Handy Item I Always Pack: "A reusable filtered water bottle—it saves you money, keeps you hydrated, and eliminates waste—win-win."

Ultimate Bucket List Experience: "A week in a bamboo beach hut on India's Andaman Islands."

Travel Motto: "Travel light, often, and in good company."

Aisle, Window, or Middle Seat: "Window—best view in the house."

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