The hotel, previously operated by glh under the Thistle brand, has 82 luxury bedrooms with features including a Hypnos bed, rainfall shower, Smart TV, Nespresso coffee machine and complimentary soft drink mini bar.
There is free Wi-Fi throughout the hotel and an e-concierge service. Guests can also pre-select their room prior to arrival, and take advantage of online check-in and check-out.
Non-bedroom facilities are limited to an all-day dining room and a fully equipped gym.
The every hotels brand is targeted at ‘quality-conscious business professionals and savvy city explorers’, who want quality bedrooms but have little time to make use of extensive facilities like meeting spaces, spas, ballrooms and swimming pools.
The concept is the result of a two-year research, insight and customer feedback programme, with the aim of giving guests what they really want and not what they never use.
glh chief executive Mike DeNoma said: “We believe we conduct more research than anyone our size, we do this to help us better understand the modern traveller, who has a new set of expectations. We found Wi-Fi is now considered a given, alongside water and heating and we took this seriously.
“Increasingly many see it as a new human right and we don't believe hotels should charge for those. I’m proud to say our free, unlimited Wi-Fi at our every hotel Piccadilly is not only the fastest in the hotel industry, but for now faster than any public space the world over.”
Richard Sofer, chief executive of every hotels, added: “What came out loud and clear was that guests wanted a great room with great tech, in a great location. What is really important to today's guests, regardless of whether they are travelling for business or pleasure, is they don't want any hidden surprises. So, not only is our Wi-Fi complimentary, but so are our mini-bars, Nespresso machines, printing facilities and in room entertainment."
glh plans to convert the Thistle Hyde Park, Thistle Leicester Square and Thistle Bloomsbury into every hotels over the next 18 months. It aims to open another 50 every hotels globally by 2020.
The hotel group claims that the every hotels proposition delivers stronger yields for hotel owners in the four star sector due to its unique Value Centre (VC) management model and guest-centric approach, and is ideal for existing hotel conversions and new builds.