London’s First Luxury Hotel Gets a Refresh

With a rich history that spans two centuries, Brown’s Hotel, established in 1832, proudly holds the title of London’s first luxury hotel.

Over the centuries, Brown’s has become a favored destination for royalty, world leaders, and literary elites…

Unlike many of its contemporaries, Brown’s Hotel has never been renamed, rebuilt, or relocated—and why would it? The English classic is set across eleven historic Georgian townhouses on an enviable address on Albemarle Street where it maintains its original charm and authenticity. Over the centuries, Brown’s has become a favored destination for royalty, world leaders, and literary elites—with past guests ranging from Agatha Christie to Theodore Roosevelt to Mia Farrow—each adding to the property’s storied legacy.

But even with such a layered history, Brown’s has not forgotten that the world outside its doors is marching forward, and in recent years the hotel has undergone an exciting renovation. The refurbished guest rooms and gathering spaces preserve the hotel’s authenticity while adding contemporary touches to spruce, refresh, and make it as cozy as possible for the long London winters. A Rocco Forte property, Brown’s is one of fourteen beautifully designed Rocco Forte hotels across Europe, with interiors done by Sir Forte’s sister Director of Design Olga Polizzi. As we’ve covered here before, the entire Rocco Forte family is behind each property within the collection, and Brown’s is no different.

If a stamp of official approval is what you need to book your stay, Brown’s Hotel boasts numerous accolades, including a prestigious Forbes 5-star rating, and recognition on the Travel + Leisure list of the world’s best hotels. It was also named the second-best hotel in London in the Condé Nast Readers’ Choice Awards 2024. Additionally, Brown’s has been awarded two Michelin Keys in the Michelin Guide, highlighting its exceptional service, cuisine, and hospitality. Guests come to Brown’s for the unbeatable location and hospitality history, but stay for the fact that this classic hotel has figured out just what a contemporary hotel guest wants out of a city-focused, luxury stay. Brown’s stands as a symbol of tradition and modernity, making it an enduring icon in London’s hospitality scene and a haven for discerning travelers seeking a perfect mix of heritage and modern luxury with a soft spot for families taking multi-generational trips to London.

The Heart of London

Nestled in the heart of Mayfair, one of London’s most elegant neighborhoods, there is absolutely no beating Brown’s sought-after address. The hotel is within walking distance of many of London’s most famous sites, including Buckingham Palace, Piccadilly Circus, St. James’s Palace, and Hyde Park. The hotel is also perfectly situated for easy museum-going, evenings at the theater, or high-end shopping. Just steps from the hotel lie endless options for bars and dining, as well as some of the city’s most exclusive members’ clubs. Your SmartFlyer travel advisor can help secure the reservations and tickets best aligned with your tastes; with your accommodations so central to primary points of interest, your London stay will not only be elegant, but it will be stress-free.

A Recent Refresh

Refurbishing a classic like Brown’s takes a meticulous attention to detail; the deep level of care put into this hotel’s project is admirable. Brown’s recent renovation focused on a total restoration of the ground floor—including a newly designed Drawing Room, the same room where Queen Victoria is said to have taken afternoon tea. The elegant oak-paneled room was revived to its original splendor and refreshed with just enough contemporary artwork to give the room a modern sensibility.

The room is beautiful but whimsical, a fact apparent at first glance— the room’s front door is a brass banana, a nod to Rudyard Kipling who wrote his classic The Jungle Book during a stay at Browns in 1894.

The renovation work also extended to the guest rooms and suites which have been redesigned with a blend of classic British heritage and contemporary touches. One standout newly done space is the impressive Sir Paul Smith Suite, designed by the English luxury fashion designer. The room is beautiful but whimsical, a fact apparent at first glance— the room’s front door is a brass banana, a nod to Rudyard Kipling who wrote his classic The Jungle Book during a stay at Browns in 1894. Inside the suite are personal touches like a gallery wall of Smith’s selections and a Mario Bellini leather desk chair that Smith used in the ’70s. The suite also provides an excellent sense of place, with floor-to-ceiling windows, looking right out over Dover Street. Families staying at the hotel have the option of combining the suite with adjoining rooms, for a stay that feels more residential.

A Distinctly British Design

Brown’s offers numerous room types for all kinds of traveling groups including thirty-three uniquely designed suites, and eighty-two hotel rooms. The spaces are subtle with pops of color, including elaborate wallpaper from British designers. Comfortably designed with plush couches and beds, overstuffed pillows, and contemporary art, the spaces feel more like residences than hotel rooms, and over two-thirds of the rooms feature a connecting option making it an ideal London hotel for families. The decor and ambiance throughout the hotel reflect a strong sense of place, creating a unique and welcoming environment that feels both timeless and contemporary. Each room is individually designed, offering a harmonious balance between style and comfort, ensuring guests experience both luxury and relaxation during their stay.   

The property’s grandest suite is the Kipling Suite, once again named for the famed author. Features of the suite include a grand entrance hall, an elegant sitting area, and a king-sized bedroom with gold and green hand-painted Lewis & Wood wallpaper. The room’s floor-to-ceiling windows look out over bustling Albemarle Street. Comfortably ensconced inside the hotel’s beautifully decorated rooms, one glance out the window is all it takes to remember you’re right in the middle of one of the greatest cities in the world. 

Wellness Underground

A world-class spa and 24-hour gym facility are the ideal ways to escape the bustle of the city. The Spa at Brown’s is a subterranean sanctuary and like all Rocco Forte spas draws its inspiration from their hotel group’s Mediterranean roots. Think: Sicilian-inspired skin treatments as well as facials that draw ingredients from Mount Etna. In addition to wellness and beauty treatments, which all employ the signature Irene Forte Skincare products, there are also private fitness training and yoga sessions available on site.

Elegant Dining Options

Brown’s Hotel is a popular local dining destination as much as it’s a destination for the hotel’s guests. At Charlie’s (named after Lord Charles Forte, the famed 20th-century hotelier) the menu’s emphasis is on British cuisine, and there is a focus on locally sourced ingredients. Menus have been developed by Michelin-starred chef Adam Byatt whose modern approach to classic British cuisine elevates traditional dishes with contemporary twists, like crisp Cornish crab salad and roast beef carved tableside. It’s an ideal spot for dinner before a night on the West End. 

Elsewhere at the hotel is the newly renovated Drawing Room. The room is oak-paneled, with ruby-red armchairs, and is the perfect, cozy setting for indulging in traditional Afternoon Tea, a quintessentially British experience. The last dining destination on site is the Donovan Bar named for celebrated fashion photographer and film director Terence Donovan. This definitively sexy bar is decorated with some of Donovan’s most iconic prints from the 1960s, and complemented beautifully by an impeccable cocktail menu courtesy of the legendary maestro of cocktails, Salvatore Calabrese as well as the hotel’s Director of Mixology, Federico Pavan.

A New Nightlife Destination

Brown’s recently launched a new concept called “The Drawing Room After Dark.” From October through December, on Tuesday, Wednesday, and Thursday nights the Drawing Room will be transformed into an intimate jazz lounge, adorned with elegant curtain draping, where some of London’s finest jazz artists will perform. The series is designed to create a cozy atmosphere, for jazz aficionados or amateur music lovers alike, and is a great way to feel like you’re going out for the night without even having to leave the hotel. 

Uniquely family-friendly

The concierge team also goes out of their way to makes kids feel like celebrated guests too; kids receive gifts upon arrival and special surprises in the evening before bed.

Brown’s Hotel is the ideal destination for travelers seeking a hotel with vibrant aesthetics and impeccable service while also embodying classic English sensibilities, and providing a perfectly situated launchpad for effortlessly exploring the city. Families with children will find the hotel particularly appealing and shockingly family-friendly, with tailored kid amenities like toys, teepees, and custom experiences. Brown’s goes above and beyond. The restaurant and Drawing Room offer children’s menus and themed Afternoon Tea, creating delightful dining options for all ages. Furthermore, the Spa provides treatments designed specifically for little ones, making it easy for parents to bond with their children during their stay. With family rooms and suites providing more flexible accommodation options, families can also easily stay together. The concierge team also goes out of their way to makes kids feel like celebrated guests too; kids receive gifts upon arrival and special surprises in the evening before bed. With its thoughtful touches and focus on family-friendly experiences, Brown’s creates lasting memories for guests of all ages, just as it has been doing for centuries.