There are over 1000 hotels in London, so to get an edge over their competitors, operators abuse the term “boutique hotel”, which is fast becoming redundant. Traditionally it meant a hotel with few rooms, individual furnishings, and independent ownership.
This is why the Arch, a five star hotel near Marble Arch, may not be considered boutiquey enough by some; there are 82 guestrooms, and it’s owned by a company called AB Hotels, who also have properties in Essex and Hertfordshire. But AB Hotels was set up by Abraham Bejerano, who 30 years ago used to drive past a humble two star B&B each day, envisioning to make a better guesthouse on the spot. He bought the building along with the adjacent Georgian townhouses (seven in total, plus two mews homes), and converted them into the five star hotel that stands here today.
So what makes the Arch so special? It’s less opulent in terms than décor than one would expect from a five star, however the care they’ve taken to make the visitor’s stay as comfortable as possible results in the height of luxury.
Standard rooms start from £205 during off-peak seasons, whereas the most expensive suite costs up to £1005 a night at busy times (the Juniper 486, a supremely comfortable two-room suite, complete with a private courtyard with heaters and seating). But what’s best is that the quality of the rooms doesn’t suffer, the main differences being size and that suites have mega-expensive Loewe flatscreen TVs as opposed to Phillips in the standard rooms. All standard rooms have the same rain shower as the more expensive rooms, and those with bathtubs also have a sunken TV on the wall and a telephone in the bathroom.
There is carefully positioned lighting throughout, in cupboards, for reading, overhead spotlights and lampshades. They even provide an umbrella in each room in case of rain, and smart carrier bags for shopping (Oxford Street and Bond Street are very close by) should you not want to be seen carrying plastic branded bags.
Soft drinks and water from the minibar are free, as is wi-fi and use of the gym, and they’ve scrapped the usual charge for delivering breakfast to your room. The teas provided in the room are high quality Jing teas.
There are lots of other fine details which show a great deal of thought: the huge mirrors in the bathrooms which heat up from behind to prevent steam, the safes designed to store laptops, with a socket at the back for charging, and all rooms are fitted with both European and UK sockets. The hotel also has a DVD library with Oscar winning films from 1949 onwards, a novel way to narrow down a collection. Sky, iPod docking stations and an internet radio which boasts 10,000 channels are standard.
Instead of the custom signs you hang on the doorknobs, there are three paper-saving buttons for do not disturb, cleaning the room, as well as a doorbell. If the light for cleaning the room is on someone will promptly provide a turn-down service - staff walk up and down the corridors every ten minutes.
Among the other amenities are the gym, open 24 hours a day and accessible with your room key. Towels and bottled water are free of charge, and there is a very high-tech apparatus called kinesis which works out your whole body without having to switch machines. It is also possible to bring along a personal trainer.
The restaurant, HUNter 486, is divided into an area with booths that can be curtained off, a bar serving free canapés in the evenings, and the dining area with an exposed kitchen. The menu is British and European, with steaks and fish cooked on a josper grill and family-friendly pizza prepared in a wood-fired oven.
Bejerano has certainly accomplished his mission, as the Arch may well be London’s best value luxury hotel.
Review score: 9/10
The Arch may well be London’s best value luxury hotel...
Image: The Arch London
