Hotel Review: The Zetter Bloomsbury, London

Walking along Montague Street, gazing up at the row of picturesque Georgian townhouses, I find myself transforming into 90s TV legend Lloyd Grossman. ‘Who would live in a house like this?’ I croon at my son, who at 10 has, understandably, never heard the iconic Through The Keyhole catchphrase. ‘I have no idea,’ he replies. But tonight, it will be us, as we’re checking into the third London outpost from the Zetter group; The Zetter Bloomsbury. The hotel sits across six of the street’s townhouses, with an unassuming entrance marked by a small golden plaque; we’re ushered in with a very warm welcome and it really does feel like a home away from home. 

The Zetter Bloomsbury is a 68-bedroom townhouse hotel overlooking Russell Square and right beside the British Museum. Nestled in London’s historic literary quarter, something of a 2026 hotspot for hotel openings, the property draws inspiration from Bloomsbury’s creative heritage while retaining the intimacy and design flair that you would expect from a Zetter property. Usually we’d start from the inside-out, but as we’re experiencing some unseasonably warm spring sunshine, we begin our stay with a welcome glass of champagne (juice for the minor) in what will likely be the hotel’s biggest draw: its 1,000-square-metre private garden that backs onto the British Museum. Designed by the Rich Brothers, it is one of London’s largest private hotel gardens, a gorgeous layered secret garden set across four areas that will come into its own in summer and as the space matures. Though we would happily stay here sipping all day, we venture up to our suite to settle in. 

Designed by James Thurstan Waterworth, the interiors reimagine Victorian elegance through a Georgian lens, with plenty of interesting art and curios that extend a visit to the neighbouring British Museum nicely. European antiques meet African textiles, mid-century furniture and handmade details, with over 500 antique-fabric cushions and Turkish rug ottomans adding texture across the property; the rooms and common areas have that pain-stakingly-achieved effortlessness that great designers excel at. The hotel’s art collection, which contrasts St Ives works with rare artefacts from across continents, reflects Waterworth’s vision of a collector’s home. We have a garden-room suite with a giant claw-foot bathtub at the foot of the bed beneath towering windows; with the sun streaming in an afternoon soak is irresistible; I have to peel my son out before his skin wrinkles to raisins. 

The Orangery Afternoon Tea

Though there is no formal restaurant at The Zetter Bloomsbury, drinks and bar snacks are available in the welcoming Parlour, while (the outstanding) breakfast is served in the gorgeous Orangery, a light-filled conservatory that is also the venue for the hotel’s signature afternoon tea. Group Executive Head Chef for The Zetter Hotels Debjit Dass has come up with one of the finest examples of the British classic in the capital; menu highlights include the Coronation chicken sandwich made with Debjit’s mother’s signature curried mayo, the egg and black truffle mayo sandwich, the Strawberry & elderflower entremet and the Chocolate délice with salted caramel. At £75 a head (£90 with a glass of Lanson bubbles) it’s not the cheapest in London, but when afternoon visits can be extended with a digestif in the garden bar, it’s a treat well worth splashing out on. 

Family Friendly?

The entire staff of The Zetter Bloomsbury is warm and welcoming, and make both myself and my son feel like part of the family during our stay. My son’s take? ‘Everything is flooming flabulous. We should live here’. 

Afternoon tea in The Orangery

C&TH Key Notes

– What to eat: afternoon tea at The Orangery

– The breakfast order: the Zetter full English

– The highlight: soaking up the sun in the hotel’s enormous private garden

– Don’t miss: the property’s collection of art and curios, they’re on every floor

– Perfect for: design buffs, museum-lovers, bath-dwellers, sun worshippers

The Last Word

A hotel so chic I wish I’d designed it; if I could afford a Georgian townhouse in Bloomsbury this is how I’d deck it out, but for now I’ll hope to return for another stay at The Zetter Bloomsbury. (Until then; you’ll find me camped out in the garden bar for summer.)

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Rooms from £400 per night | thezetter.com