The latest opening from The Zetter Group marks a significant addition to Elegant Hotel Collection’s global offering and a notable partnership with one of London’s most respected boutique hotel brands.
Set across six Georgian townhouses in the heart of Bloomsbury, The Zetter Bloomsbury represents a new chapter for The Zetter Group, a carefully considered evolution of its distinctive, design-led townhouse concept. Located moments from the British Museum, the 13,760-square-foot hotel draws deeply on the neighbourhood’s literary and cultural heritage, offering a more personal and residential way to experience London.
With 68 individually designed rooms and suites, interiors have been curated over time by award-winning designer James Thurstan Waterworth using antiques, artworks and collected objects sourced globally, creating a layered, lived-in feel that reflects the spirit of a well-travelled private home. Public spaces, including The Parlour and The Orangery, extend this residential approach, while one of London’s largest private hotel gardens introduces a rare sense of openness and calm within the city.
Catt McLeod, Vice President, Elegant Hotel Collection, commented:
“As global travel continues to shift towards more experience-led, character-driven stays, The Zetter Bloomsbury is a wonderful addition to our growing global community, capturing the individuality, creativity and character that define Elegant Hotel Collection.”
Kevin Rockey, MD Operations Europe, The Zetter Group, commented:
“The Zetter Bloomsbury marks an important step in the continued evolution of The Zetter Group. As a global community, Elegant Hotel Collection aligns with our values around character and individuality, while providing the visibility and support to grow the property’s international presence.”
Through a tailored and consultative framework, Elegant Hotel Collection will support The Zetter Bloomsbury with aligned global visibility, targeted demand generation, integrated technology solutions and ongoing commercial support, ensuring sustained international growth while maintaining the individuality and character that define the Zetter brand.
The Zetter Bloomsbury is now live and bookable across all Elegant Hotel Collection channels, including the GDS under chain code HO, powered by HotelREZ.
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