What's Happening?
The Zetter Group is set to expand its London portfolio with the opening of The Zetter Bloomsbury, a 68-bedroom townhouse hotel, in early 2026. Located on Montague Street, opposite the British Museum, the hotel will occupy six interconnecting Georgian
buildings. The interiors, designed by James Thurstan Waterworth, will draw inspiration from Bloomsbury's literary and artistic heritage, featuring antique finds, vintage lighting, and rich textiles. The hotel aims to offer a private, residential-feeling retreat with rooms ranging from intimate Cosy Rooms to grand Terrace Suites. The ground floor will include The Parlour, a cocktail and coffee space, The Orangery dining room, and an outdoor terrace and BBQ area.
Why It's Important?
The opening of The Zetter Bloomsbury is significant for London's hospitality industry, as it reflects ongoing investment and growth in the sector. The hotel's location in a culturally rich area near the British Museum is likely to attract both domestic and international tourists, contributing to the local economy. The Zetter Group's expansion also highlights the demand for boutique hotels that offer personalized and culturally immersive experiences. This development could set a trend for similar hospitality projects in historic neighborhoods, enhancing the cultural tourism appeal of London.
