Fitzrovia sits at the beating heart of Central London — a refined neighbourhood where Georgian townhouses meet Michelin-starred restaurants, world-class galleries, and the electric energy of the West End.
The freedom of a private home with the indulgence of five-star service.
Rated 4.7/5 across 200+ Google reviews · 4.6/5 on TripAdvisor
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Fitzrovia occupies a genuinely enviable position on the London map. Bordered by Marylebone to the north, Bloomsbury to the east, Soho to the south, and the southern edge of Regent's Park to the northwest, it sits at the intersection of some of the city's most desirable postcodes — without carrying the premium price tag of Mayfair or the tourist saturation of Covent Garden.
Oxford Street, Regent Street, and Bond Street are all within comfortable walking distance. The British Museum is less than fifteen minutes on foot. Fitzroy Square — one of London's best-preserved Georgian garden squares — is practically on the doorstep. And yet, step into the quieter residential streets around Charlotte Street or Goodge Street and you'll find something surprisingly rare for Central London: genuine neighbourhood calm.
A hotel room — however well-appointed — gives you four walls and a minibar. A luxury serviced apartment gives you a fully equipped kitchen, a separate living room, a proper bedroom, and the breathing room to actually live rather than just sleep in a city.
Here's the honest comparison most accommodation sites won't give you — across all three options.
For stays of seven nights or more, the cost comparison shifts dramatically in the apartment's favour — often by 30–40% once you factor in the meals you'll cook rather than expense.
Four residences across the Fitzrovia portfolio — from boutique studios to three-bedroom period apartments — calibrated to different stay lengths, group sizes, and budgets.
Experience elevated serviced apartment living in Fitzrovia, at The Newman. Designed for extended stays, family visits, business travel and short city breaks, the apartments combine the privacy and independence of a residence with the service, design, and amenities of a boutique luxury hotel.
1 bed · 39-45 m² · Period features, fully equipped kitchen · From £750/night
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Flagship period buildings on the northern reaches of Charlotte Street, combining original Georgian details - high ceilings, sash windows, original cornicing - with unmistakably contemporary interiors.
3 bed · 110-130 m² · From £450/night
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The most design-forward properties in the portfolio — bespoke furniture, statement lighting, and bathrooms that wouldn't look out of place in a five-star hotel.
Studio / 1 bed · 35–55 m² · From £180/night
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All properties include high-speed fibre Wi-Fi, Smart TV with streaming services, premium bedding and towels, fully equipped kitchens, and weekly housekeeping as standard. Daily housekeeping is available on request.
The word 'luxury' is used so freely in the accommodation industry that it's become almost meaningless. Worth being specific about what it actually means in the context of these Fitzrovia apartments.
Furniture chosen by a designer with a brief, not sourced from a hospitality catalogue. Artwork that references the neighbourhood's creative history. Lighting that can be adjusted for different times of day. Bathrooms finished in natural stone or high-quality composite surfaces, with rainfall showers and freestanding or deep-fill baths in larger configurations.
Induction hobs, integrated ovens, dishwashers, full-size refrigerators, and Nespresso machines as standard. Cookware, crockery, and glassware provided to a standard you'd actually want to use. Grocery pre-stocking is available as an optional add-on — particularly valued by guests arriving on late-night flights or early-morning trains.
Appliances across all properties carry A-rated energy efficiency ratings. Recycling facilities are provided in every apartment, with clearly labelled bins in line with Camden Council guidelines. Toiletries are supplied by eco-conscious brands that use recyclable packaging and avoid single-use plastics.
A 24/7 guest support line staffed by a team with genuine local knowledge — not a call centre. Weekly housekeeping is included in all stays; daily housekeeping can be arranged. For long-term guests, a dedicated account manager is assigned as a single point of contact for maintenance requests and invoice queries.
Dedicated fibre broadband capable of supporting video conferencing, large file transfers, and simultaneous multi-device use. Smart TVs with access to Netflix, BBC iPlayer, and other major streaming platforms. Each apartment includes a proper desk, ergonomic chair, and adequate power access.
Private airport transfers, restaurant reservations and theatre bookings, dry cleaning and laundry services, personal shopping, and event catering for in-apartment entertaining. For corporate groups, AV equipment hire and catering for working lunches or evening receptions can also be arranged through the concierge team.
For short stays, Fitzrovia serviced apartments typically operate a minimum of two to three nights, with most properties setting the threshold at three nights for weekend bookings and seven nights for certain premium configurations during peak periods. A weekend in Fitzrovia — Thursday to Monday, say — gives enough time to cover the major cultural attractions, explore the restaurant scene on Charlotte Street, and use the apartment as a genuine base rather than just a place to sleep.
Monthly rates for long-term stays typically represent a 25–35% reduction on equivalent nightly rates. Studios / 1-bedroom from £3,800–£6,500 per month; 2-bedroom apartments from £5,800–£9,500 per month; 3-bedroom residences from £9,500–£14,000 per month. Corporate billing is available with full VAT invoicing, consolidated invoicing for multiple bookings, and duty-of-care reporting.
Cultural buzz versus quieter elegance. Fitzrovia offers more cultural energy, a better restaurant scene at the mid-to-high end, and marginally better transport access. Marylebone has the calmer, upmarket residential atmosphere.
Practicality versus prestige premium. Serviced apartments in Mayfair command 30–50% higher rates for comparable space. Fitzrovia offers better practical value without a meaningful sacrifice in quality.
Explore MayfairResidential calm versus theatre-district energy. Fitzrovia has better weekday practicality, with access to the same West End theatres and restaurants within a fifteen-minute walk.
Explore Covent GardenUrban energy versus academic charm. Fitzrovia sits between Bloomsbury's calm and Soho's energy, which for many guests is exactly the right balance.
Goodge Street (Northern Line), Warren Street (Northern and Victoria Lines), and Oxford Circus (Bakerloo, Central, and Victoria Lines) are all within a ten-minute walk. The Elizabeth Line from Bond Street or Paddington reaches Heathrow in around 40–45 minutes. St Pancras International — the Eurostar terminal for Paris, Brussels, and Amsterdam — is reachable in under twenty minutes.
4.7/5
Across 200+ Google reviews
4.6/5
On TripAdvisor
Most cited
Location, cleanliness, apartment size
Reviews consistently highlight the same themes: the quality of the location, the standard of the interiors, and the responsiveness of the management team.
"We stayed for ten nights on a corporate project and genuinely didn't want to leave. The apartment was larger than our flat at home, the kitchen was better equipped than most rental properties I've seen."
"I've stayed in five-star hotels in this part of London and spent considerably more for considerably less space. The Fitzrovia apartment felt like a home, not a hotel room with better towels."
"The location is extraordinary — I walked to every meeting I had in Central London, which I didn't expect to be possible. The apartment itself was beautifully designed without being fussy about it."
One of the clearest illustrations of the value shift comes from a guest who made the switch mid-trip. Previously staying at a well-regarded Bloomsbury hotel at £480/night in a 34m² room, she moved to a Fitzrovia two-bedroom apartment at £340/night with 75m² of space — more than double the room, at a lower rate, with a kitchen that meant she stopped spending £45 a day on hotel breakfasts and room service. Her comment on checking out: "I genuinely don't understand why I booked the hotel in the first place."
The answers below cover the questions we're asked most often — inclusions, bookings, pets, parking, the Airbnb distinction, families, and accessibility. For anything not covered, the guest support team is available directly.
All apartments include fully equipped kitchens (induction hobs, dishwasher, oven, refrigerator, Nespresso machine), high-speed fibre Wi-Fi, Smart TV with streaming services, premium bedding and hotel-quality towels, luxury toiletries, weekly housekeeping, and 24/7 guest support. Larger properties include dedicated workspaces, dining areas, and in some cases private outdoor space. Optional add-ons include daily housekeeping, grocery pre-stocking, airport transfers, and restaurant or theatre bookings.
Bookings can be made directly through the website, by phone, or by email. Booking direct guarantees the best available rate and access to the full range of add-on services. Cancellation policies vary by property and stay length — short stays typically require 48–72 hours' notice for a full refund, while longer-term bookings operate on a 7–14 day cancellation window. Full terms are provided at the point of booking.
Pet policies vary by property. Some apartments in the portfolio are pet-friendly for well-behaved, smaller dogs and cats — a refundable pet deposit is typically required, and prior notice must be given at booking. Contact the team directly before booking if you're travelling with a pet, as availability in pet-friendly units can be limited.
On-site parking is not available at most Fitzrovia properties — this is typical for Central London. The nearest NCP car parks are located on Whitfield Street (approximately a five-minute walk) and on Cleveland Street. The congestion charge zone applies to this area on weekdays. For most guests, the tube, bus, and cycling options make a car unnecessary.
A professionally managed serviced apartment operates to consistent, regulated hospitality standards — with proper fire safety compliance, professional housekeeping, managed maintenance, insurance, and a dedicated support team. An Airbnb is a private individual's property let on a short-term basis, with quality, safety, and service levels that vary enormously between listings. For corporate guests especially, the managed nature of a serviced apartment is non-negotiable from a duty-of-care and invoicing perspective.
Absolutely. The two and three-bedroom configurations work particularly well for families — separate bedrooms for parents and children, a kitchen that makes mealtimes practical rather than expensive, and a living area where everyone can actually decompress at the end of the day. Cots, high chairs, and additional bedding are available on request.
Accessibility varies across the portfolio. The Fitzrovia Near Oxford Street property has lift access from street level and is suitable for guests with mobility needs, wheelchairs, pushchairs, or heavy luggage. Ground-floor apartment options are available in certain properties. For guests with specific requirements — including hearing loops, adapted bathroom fixtures, or wide-door access — please request details before booking.
Browse the full collection of luxury serviced apartments in Fitzrovia, check real-time availability across all properties, and book direct today for the best rates.
