I used to think Firmdale Hotels really weren’t for me. It wasn’t anything specific, more that the maximalist, pattern-on-pattern aesthetic didn’t match my personal design sensibilities. I also have this thing where I’m skeptical of hotels that photograph that well. Though Firmdale has a devoted following both within the travel industry and out, I thought of its hotels as properties I’d rather admire from afar—and really only recommend to a very specific client. In cities where there are really strong design-forward options, they just weren’t my go-to. 

If you’re not familiar, Firmdale Hotels is an independent hotel group founded by Tim and Kit Kemp, with Kit responsible for the interiors. There are 11 properties across London and New York, and no two rooms are exactly alike. Nothing about the aesthetic is accidental. The brand is known for maximalist interiors that somehow feel collected instead of chaotic: bold pattern play, original art, custom furniture, and signature drawing rooms that make the hotels feel more like really stylish private homes.

Then I spent almost an entire day of a scouting trip to London doing a crash course in all things Firmdale. I was traveling with a few other travel advisor friends who were already big champions of the brand, and we made our way through five of Firmdale’s eight London hotels—meeting with the sales teams, inspecting different room categories, and, within a brand with such a defined style, figuring out who each hotel is actually right for.

And suddenly, I had to reconsider everything I thought I knew.

The problem with booking hotels based on photos

I’m nearly four years into working in the travel industry now, and here’s something I’ve learned: some hotels photograph beautifully and feel completely different in person. Not always in a good way.

A room that looks spacious in photos can feel cramped when you’re actually standing in it. A lobby that reads as warm and inviting on Instagram can feel cold and transactional the moment you walk through the door. A bathroom that looks luxurious online can be wildly impractical in real life.

And the reverse can be true, too. Some of my favorite hotel stays will never get a post on my Instagram grid because what made the stay so special just can’t be captured by my iPhone.

This is why I spend my so-called vacation days popping in and out of every hotel in town.

What I’m actually looking for on a hotel site visit

When I walk through a hotel, whether I’m staying overnight or doing a site inspection like this one, I’m evaluating things you just can’t assess from a website or a review.

In the room, I’m checking whether the light and curtain controls are intuitive or whether guests are going to spend their first night frustrated trying to figure out how to turn off the overhead lights. I’m looking at the bedside plug situation, something that sounds minor until two people are traveling with two phones, a laptop, and only one outlet hidden behind the nightstand.

I’m assessing the bathroom: single or double vanities? Enough counter space for someone who actually uses their makeup bag? What’s the quality of the bath amenities? Is the shower comfortable or just functional?

I’m also thinking about my actual clients. Is the shower large enough for a 6’2″ husband? Is there a tub for the family traveling with small children? Which room categories connect? Which rooms are actually worth splurging for? Now multiply that by every room category in the hotel.

Beyond the room, I’m evaluating the property itself. How easy is it to get around? How many dining options are there, and how quickly might a guest get bored? Can you easily walk out for dinner and drinks, or are you dependent on the hotel?

And then there’s the part that’s harder to quantify: how does the hotel feel?

Is it peaceful after a long day of sightseeing? Vibey and buzzy? Grand and slightly intimidating? Boutique and homey? There’s no right answer. Different trips and different travelers call for different things. But I need to know what I’m actually booking.

And the thing that can absolutely set a hotel apart for me is the service. Is it anticipatory? The best hotels don’t wait for you to ask for something; they notice what you might need before you’ve thought to ask for it. And perhaps just as importantly, do I feel comfortable asking for help, making a request, or getting a recommendation? Or does the staff feel distant and transactional?

That is one of the fastest ways for a hotel to earn my top recommendation or wind up on my “do not sell” list.

What Firmdale Hotels actually felt like

Walking into our first property, I understood almost immediately why people love this brand.

Yes, the interiors are maximalist – it’s pattern on pattern, color everywhere, art covering the walls. But in person, it doesn’t feel overwhelming. It feels considered. Joyful, even. Like someone made a very intentional choice about every single thing in the room and had fun while they did it. 

The service at every property was warm without being formal – genuinely friendly rather than professionally friendly, which is a distinction that matters so much and is really hard to manufacture. London luxury hospitality has a reputation for being a little stiff, a little buttoned-up. Firmdale is notably, refreshingly not that. You feel like you can actually relax. And that was ultimately what changed my mind.

I went into the day thinking I understood Firmdale because I’d seen the photos, knew the reputation, and knew the product on paper. I left realizing that I had been judging the hotels primarily on the one thing that’s easiest to understand from afar: how they look.

Seeing the rooms in person, interacting with the bellmen, bartenders, concierges, and sales teams, and experiencing how the spaces actually feel reminded me why I prioritize seeing as many hotels firsthand as I possibly can. A hotel doesn’t have to match my personal taste to earn my recommendation. It needs to be excellent at what it is and I need to know exactly which client is going to love it.

Firmdale, as it turns out, is very good at what it is.

Planning a trip to London? Let’s find the hotel that’s actually right for you.

Already know you’re booking a Firmdale Hotel? Let us VIP you. Our clients receive complimentary daily English breakfast, a £75 food and beverage credit per stay, and a special welcome gift, plus top priority for room upgrades, early check-in, and late check-out when available (yes, even over Amex)