The Sanctuary House Hotel

What The Sanctuary House Hotel does

The Sanctuary House Hotel is a 34–35 room hotel and traditional Fuller's Ale & Pie pub located at 33 Tothill Street in Westminster, London, operated as a single-site property of Fuller Smith & Turner, a private UK brewery and pub company. The business combines overnight accommodation (Standard, Deluxe, Superior, Family and twin rooms) with a full-service pub and restaurant serving Fuller's cask ales, craft beers, wines, and a food menu centred on pies, daily specials, Sunday roasts, and seasonal dishes, plus event and private dining hire for corporate and group celebrations. Amenities include a 24-hour reception, free WiFi, room service, free breakfast with all stays, and accessibility features, with the property marketed to tourists, leisure travellers, and corporate guests seeking proximity to Westminster landmarks.

The commercial model is direct-to-consumer: bookings are taken via the hotel's own website (which includes a 360-degree virtual tour of the pub and rooms), telephone reservations, and walk-in trade, with a stated best-rate guarantee on direct bookings. Revenue is generated from three transactional streams — accommodation, food and beverage, and events/private dining — with ancillary income from corporate Christmas and group bookings and from Fuller's gift cards. There is no publicly disclosed pricing, no app, and no third-party platform integration beyond standard online travel agent listings, while commercial reach is limited to a single Westminster footprint within the United Kingdom.

Operationally the hotel is small (nine employees listed) and is run as part of Fuller's broader pub and hotel estate, with sales, marketing, and loyalty activity channelled through Fuller's corporate channels (Friend of Fuller's email programme, Facebook, Instagram, TripAdvisor). The building is a 19th-century heritage property that has held various uses over the past century, and the business holds a Green Tourism Silver Award for sustainability practices. No patents, proprietary technology, or AI/ML capabilities are evident; the technology base is a standard hospitality booking stack rather than a differentiated platform.

Name

The Sanctuary House Hotel

Legal name

Fuller Smith & Turner

Website

https://sanctuaryhousehotel.co.uk

Company type

Private

Founded year

1880

Operating status

Operating

Headcount range

1–10 employees

Short description

The Sanctuary House Hotel is a 34–35 room hotel and Fuller's Ale & Pie pub on Tothill Street in Westminster, London, serving tourists, leisure travellers, and corporate group bookings with accommodation, pub dining, and private events under a single roof.

Ownership category

akta.pro rank

Product category

Hotel Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410)

SIC

Hotels & Motels (7011), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Hotel & Resort Restaurants (THAFACAH)

akta.pro secondary industries

Lounge Bars & Hotel Bars (THAFAEAI), Bars & Pubs (Non-Music) (MPAGAIAC)

Keywords

• Hotel accommodation
• Pub dining
• Craft beer pub
• Event venue hire
• Westminster hospitality

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodation: Revenue from overnight stays in 34-35 guest rooms including breakfast. Room types include Standard, Deluxe, Superior, Family rooms and twins.
2. Food & Beverage: Revenue from pub dining, restaurant meals, Fuller's ales, craft beers, spirits, wines and soft drinks. Includes pie and pint offerings, daily specials, Sunday roasts, and seasonal menus.
3. Events & Private Dining: Revenue from Christmas party bookings, corporate events, and private dining celebrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Sanctuary House Hotel operates a 34-35 room hotel combined with a traditional Fuller's Ale & Pie pub in Westminster, London. The hotel offers guest accommodation including Standard, Deluxe, Superior, Family and twin rooms with breakfast included, alongside a pub and restaurant serving Fuller's cask ales, craft beers, wines, spirits, and seasonal pub food. The property also accommodates private dining, corporate events and Christmas party bookings.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Accommodation

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Premier Inn Westminster: Budget hotel chain competing for the same Westminster tourist demand at significantly lower price points. Operates at much larger scale with standardised rooms, exerting constant rate pressure on heritage mid-tier competitors like The Sanctuary House.
• The Rubens at the Palace: Upscale heritage hotel directly opposite Buckingham Palace. Captures the premium end of Westminster tourist and corporate demand, defining the rate ceiling in the micro-market where The Sanctuary House competes.
• Park Plaza Westminster Bridge: Large upscale hotel adjacent to Westminster Bridge with hundreds of rooms and extensive meeting/event facilities. Competes for the same Westminster tourist and group-event demand as The Sanctuary House but at much greater scale.

Direct peers

• The Crown Hotel: Another Fuller's heritage pub-with-rooms in central London. Closely comparable operating model (Fuller's branding, combined pub and accommodation, central London tourist catchment) under the same parent operator.
• The Mad Hatter Hotel: Fuller's-operated pub-with-rooms on London's South Bank. Operates the same hybrid Fuller's Ale & Pie pub plus heritage hotel concept as The Sanctuary House, with similar room counts and target customer (London tourists and leisure visitors).
• The Horse Guards Hotel: Heritage hotel located within walking distance of The Sanctuary House in Westminster. Directly competes for the same Westminster tourist demand with a comparable room count and mid-tier positioning.
• The Olde Bell Inn: Historic English pub-with-rooms concept (Hurley, Berkshire) operating the same hybrid model of heritage accommodation plus destination food and drink. Comparable scale and positioning, though regional rather than London.
• The Pilot Inn: Fuller's-operated historic pub with rooms in Greenwich. Same Fuller's Ale & Pie concept applied to a heritage building, with comparable room count and a tourist/leisure customer base.
• The Star Inn at Harome: Award-winning heritage pub-with-rooms in North Yorkshire. Comparable small-scale heritage accommodation-plus-pub model with destination food and drink, focused on leisure travellers seeking characterful stays.

Emerging players

• Hub by Premier Inn Westminster: Compact-room budget concept from Premier Inn targeting millennial and value-conscious leisure travellers in central London. Targets the same discretionary Westminster tourist segment at lower price points, intensifying competition for mid-tier heritage properties.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SanctuaryHouseHotel
• Instagraminstagram.com/sanctuaryhousehotel
• LinkedInlinkedin.com/company/the-sanctuary-house-hotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sanctuary House Hotel