The Athenaeum Hotel and Residences

What The Athenaeum Hotel and Residences does

The Athenaeum Hotel & Residences is a privately-owned, independent 5-star luxury hotel operating from 116 Piccadilly in Mayfair, London, opposite Green Park and steps from Buckingham Palace. The property dates to 1850 and was converted from an Art Deco apartment block to a hotel in the 1970s by The Rank Organisation to accommodate film stars; it is now owned by Sutton Hotel Collection, a boutique hospitality group that also operates Francis Hotel and The Castle Hotel Windsor. The hotel runs a traditional asset-light-of-property, service-heavy operating model: it manages 162 bedrooms (undergoing refresh through end-2026), 18 private townhouse residences with full hotel services, two new 10th-floor View Penthouse Suites, and ancillary facilities including a 24-hour gym (with Peloton and Technogym), a spa using Temple Spa products, and multiple meeting/event spaces (Hyde Park Suite up to 80 guests).

Revenue is generated across six streams: hotel room and suite bookings, townhouse residence bookings (extended-stay subscribers), food and beverage (Restaurant 116, The Bar, The Terrace, afternoon tea at £60/head, weekend brunch), spa and wellness services, meetings and events, and gift vouchers. Pricing is unit-based, with nightly rates varying by room type and season, afternoon tea at £60/person, spa packages from £170–£450, and valet parking at £95/night. The go-to-market is direct-to-consumer, with the hotel's own booking engine incentivized via a 12% discount and £35 nightly food/drink credit; third-party OTAs, phone reservations, and a dedicated corporate sales team for 10+ room group bookings and event inquiries provide secondary channels. Customer segments include luxury leisure travellers, corporate and business groups, long-stay/relocation guests, families, wellness seekers, and social event hosts. Notable enterprise anchor is the Baltimore Ravens during NFL London games.

The business is in an active capital reinvestment cycle — new penthouse suites, £80,000 living wall replanting, and a full 162-bedroom refresh by end-2026 — supported by a refreshed leadership team (Edward Bracken as GM from July 2025, Executive Chef André Costa) and the launch of the CATALYST leadership development programme in 2026. Differentiators are heritage, location, the London-oldest living wall, exclusive brand partnerships (Paul Smith, Temple Spa, Bang & Olufsen), and a hybrid hotel-plus-residence model that competitors cannot easily replicate.

Name

The Athenaeum Hotel and Residences

Legal name

The Athenaeum Hotel & Residences

Website

https://athenaeumhotel.com

Company type

Private

Founded year

1850

Operating status

Operating

Headcount range

51–100 employees

Short description

The Athenaeum Hotel & Residences is an independent 5-star luxury hotel at 116 Piccadilly, Mayfair, operating 162 bedrooms, 18 townhouse residences, a restaurant, spa, and event spaces for affluent leisure, corporate, and long-stay guests.

Ownership category

akta.pro rank

Product category

Luxury Hotel and Serviced Residences

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Other Traveler Accommodation (72119)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Heritage & Palace Luxury Hotels (THAGACAF)

akta.pro secondary industries

Luxury Serviced Residences (THAGAEAJ), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Luxury hotel accommodation
• Serviced apartment residences
• Hotel spa services
• Meeting and event venues
• Fine dining restaurant

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Hotel Room and Suite Bookings: Primary revenue from renting hotel rooms and suites including standard rooms, deluxe rooms, park view rooms, Mayfair suites, Green Park suites, and new penthouse suites on the 10th floor. Nightly rates vary by room type and season.
2. Townhouse Residence Bookings: 18 private townhouse residences offering 550 ft²/50 m² serviced apartments with full hotel services. Features include California king beds, fully equipped kitchenettes, private entrance, and twice-daily housekeeping. Ideal for longer stays.
3. Food and Beverage: Restaurant 116 at The Athenaeum serving contemporary British cuisine, afternoon tea (Fancies & Foliage at £60 per person), The Bar, The Terrace on Piccadilly, and weekend brunches (£39 per person). In-room dining available 24 hours.
4. Spa and Wellness Services: The Spa at The Athenaeum offers treatments using Temple Spa products including massages, facials, scrubs, wraps, and signature treatments. Spa packages range from £170 (Solo) to £450 (Re-connect).
5. Meetings and Events: Corporate meetings, private dining, social events, Christmas parties, and group stays. Spaces include Hyde Park Suite (up to 80 guests), Green Park Suite (up to 12), St James (up to 10), The Bar, and Balcony.
6. Gift Vouchers: Gift vouchers for hotel stays, dining experiences, spa treatments, afternoon tea, and monetary vouchers. Sold through the hotel's gift voucher portal.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Athenaeum Hotel & Residences operates a luxury 5-star hotel offering overnight accommodation in rooms and suites (including new 10th floor View Penthouse suites), 18 serviced townhouse residences for extended stays, multiple food and beverage outlets (116 restaurant, The Bar, The Terrace, afternoon tea), a full-service spa, and meeting and event spaces for up to 80 guests. Located opposite Green Park in Mayfair, the property combines traditional hotel stays with apartment-style living and event hosting under one roof.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Rooms and Suites Luxury hotel rooms and suites in Mayfair including standard rooms, deluxe rooms, park view rooms, Mayfair suites, and Green Park suites, with nightly rates varying by room type and season. Designed for leisure and business travelers seeking 5-star Mayfair accommodation.
• View Penthouse Suites (10th Floor) Two new 10th floor penthouse suites (40 and 46 sqm) with floor-to-ceiling windows, marble bathrooms with Paul Smith Botanist toiletries, Bang & Olufsen sound bars, LG TVs, Dyson haircare, mood lighting, remote-controlled curtains and climate controls, 24/7 personal concierge, and private balconies overlooking Green Park. Interconnecting suites available for three-bedroom penthouse configuration.
• Townhouse Residences 18 private townhouse residences offering 550 ft²/50 m² serviced apartments with California king beds, fully equipped kitchenettes, separate sitting rooms, private entrance, and twice-daily housekeeping. Combines apartment-style privacy with full hotel services; ideal for longer stays, relocations, and family travel.
• 116 at The Athenaeum (Restaurant) Contemporary British restaurant at the heart of the hotel, open to guests and locals, with seasonal menus led by Executive Chef André Costa featuring Southern English producers (Watts Farm, Cornish fishermen, Cobble Lane, Gusbourne). In-room dining available 24 hours.
• Fancies & Foliage Afternoon Tea Signature afternoon tea at £60 per person inspired by the hotel's living wall and Royal Parks, with handcrafted sandwiches, warm scones with clotted cream, and handcrafted cakes and pastries. Available daily 12 noon to 5:30pm; optional upgrades for bottomless Prosecco and tea blending experience with Master Tea Blender Alex Probyn (£70 per person).
• Weekend Brunches Three-course weekend brunch at £39 per person on selected dates 12:30pm to 3:30pm, with bottomless upgrade at £25 per person for 90 minutes of Mimosas, Prosecco, Bloody Marys, and wine.
• The Spa at The Athenaeum Full-service spa offering treatments using Temple Spa products including massages, facials, scrubs, wraps, and signature treatments. Spa packages range from £170 (Solo) to £450 (Re-connect), with access to spa facilities (hot tub, sauna, steam room, relaxation space).
• Meetings and Events Corporate meetings, private dining, social events, Christmas parties, and group stays for 10+ rooms. Event spaces include Hyde Park Suite (up to 80 guests, 839 sq ft), Green Park Suite (up to 12), St James (up to 10), The Bar, and Balcony. Includes full audio-visual and hybrid capability with a dedicated planner.
• 24-Hour Fitness Centre State-of-the-art 24-hour fitness facility with Peloton bikes, Technogym cardio equipment, free weights, and floor mats. Accessed via bedroom key card.
• Gift Vouchers Gift vouchers for hotel stays, dining experiences, spa treatments, afternoon tea, and monetary vouchers, sold through the hotel's gift voucher portal.

Quantifiable outcome

• Guest satisfaction score exceeds 90% target
• +1 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Temple SpacoreStrategic or Co-development PartnerPartnership with British skincare brand Temple Spa for all spa treatments at The Athenaeum. Temple Spa uses natural organic ingredients combining Mediterranean botanicals and essential oils with results-driven skincare technology.
• Paul SmithminorStrategic or Co-development PartnerExclusive partnership for Paul Smith Botanist toiletries in View Penthouse suites on the 10th floor. The Botanist range is inspired by the green vetiver used to fragrance Paul Smith's first shop.
• Master Tea Blender Alex ProbynminorStrategic or Co-development PartnerPartnership with renowned Master Tea Blender Alex Probyn for the signature tea blending experience at afternoon tea. Features up to 45 bespoke ingredients including English teas from Tregothnan in Cornwall.
• Bicester VillageminorGTM or Marketing PartnerVIP shopping experience partnership offering guests exclusive benefits at Bicester Village including 10% discount, personal shopping, hands-free shopping, access to The Apartment with complimentary refreshments, and reserved parking.
• Watts FarmminorOthersFamily farm in Kent that has been growing British produce since 1952, supplying much of the fruit and vegetables for 116 restaurant's seasonal dishes.
• GusbourneminorOthersEnglish sparkling wine producer from Kent supplying wines for 116 restaurant, featured in afternoon tea pairings and special events.
• Cobble LaneminorOthersBritish charcuterie maker in Islington supplying cured meats for the Proper British Meat Board and charcuterie selections at 116 restaurant.
• Sutton Hotel CollectioncoreOthersParent company of The Athenaeum Hotel & Residences. Also owns Francis Hotel and The Castle Hotel Windsor. The group is undertaking major investment in properties including bedroom refreshes and new suite launches.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Ham Yard Hotel: Boutique luxury hotel in Soho (Firmdale) of comparable key count, design-led positioning, and independent spirit — competes for the same design-conscious luxury leisure guest in central London.
• The Lanesborough: Hyde Park Corner luxury hotel (Oetker Collection) competing for the same Knightsbridge/Mayfair luxury demand with comparable butler-style service, F&B and event venues.
• Claridge's: Art Deco luxury hotel in Mayfair (Brook Street) competing for the same ultra-high-net-worth leisure, corporate and diplomatic clientele with overlapping F&B, spa and event offerings.
• Brown's Hotel: Oldest London hotel (Albemarle Street, Mayfair) operated by Rocco Forte — directly comparable independent luxury position, heritage pedigree, and boutique scale to The Athenaeum.
• The Connaught: Mayfair luxury hotel (Carlos Place) from Maybourne, offering comparable room-and-suite, F&B and spa experiences to the same luxury traveler segment.
• The Ritz London: Iconic luxury hotel on Piccadilly adjacent to Green Park — direct competitor for the same Mayfair luxury transient and afternoon-tea guests, with comparable heritage positioning and rate band.
• The Berkeley: Knightsbridge luxury hotel (Maybourne group) with comparable room, spa, and rooftop F&B offering serving overlapping luxury leisure and corporate demand in central London.
• The Savoy: Strand-based luxury hotel (Fairmont-managed) competing for high-end travelers, events and F&B guests with similar five-star service and large banqueting infrastructure.
• Rosewood London: High Holborn luxury hotel of similar room count, mixing heritage Edwardian architecture with modern luxury F&B, spa and event spaces for an overlapping international luxury traveler base.

Broad incumbents

• The Dorchester Collection: Multi-property luxury hotel group including The Dorchester (Mayfair) and 45 Park Lane — broader luxury portfolio competitor with shared Mayfair catchment and overlapping corporate accounts.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/athenaeum-hotel-and-apartments

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Athenaeum Hotel and Residences