The Mayfair Townhouse

What The Mayfair Townhouse does

The Mayfair Townhouse is a privately-held boutique lifestyle hotel operating from seven interconnected Georgian townhouses at 27-41 Half Moon Street in Mayfair, London. The property, built in 1730 by the Renard family and historically associated with Oscar Wilde's 'The Importance of Being Earnest,' opened in 2021 as the fifth British hotel in the Iconic Hotels & Resorts collection, owned through London & Regional (Green Park Hotel) Ltd. It offers 14 accommodation categories ranging from 14 sqm Cabin Rooms (from £252 per night) to a 77 sqm Loft Suite (from £330 per night) with terraces, Chromecast TVs, Nespresso machines, and complimentary refreshments, plus interconnecting room configurations for families.

The property generates revenue through four streams: room accommodation (with 5% discretionary service charge and 48-hour flexible cancellation), The Dandy Bar cocktail restaurant operating seven days a week with a 12.5% service charge and Olly Smith-curated non-alcoholic menu, meetings and events across multiple spaces accommodating up to 90 guests (including weddings and corporate functions), and gift vouchers sold through a dedicated e-commerce storefront. Distribution combines direct bookings via the SynXis engine (incentivized with a £50 F&B credit), full GDS connectivity (Amadeus, Sabre, Galileo, Worldspan, Pegasus), OTA presence, and a corporate sales team.

The Mayfair Townhouse targets luxury leisure travelers, business travelers, families, wedding couples, and corporate event planners, and serves a dog-friendly segment uncommon in Mayfair. It holds AA Five Stars Town House Hotel recognition (2021–2023), Condé Nast Traveller Readers' Choice Awards (2022–2024), Condé Nast Johansens Best Bar in the UK 2024, Travel + Leisure 500 List 2024, and consecutive U.S. News & World Report Gold Badges. On-site operations are lean at 28 employees, with back-office functions handled at the Iconic Hotels & Resorts group level.

Name

The Mayfair Townhouse

Legal name

London & Regional (Green Park Hotel) Ltd

Website

https://themayfairtownhouse.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Mayfair Townhouse is a privately-held boutique lifestyle hotel in Mayfair, London, operating 14 room categories across seven Georgian buildings. It serves luxury leisure and business travelers, families, and event clients via direct booking, GDS, and OTA distribution, with ancillary F&B and event revenue.

Ownership category

akta.pro rank

Product category

Boutique Hotel Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511), Traveler Accommodation (7211)

SIC

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

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Urban Luxury Hotels (City Luxury) (THAGACAE), Lounge Bars & Hotel Bars (THAFAEAI)

Keywords

• Boutique hotel accommodation
• Luxury lifestyle hotel
• Meetings events venue
• Cocktail bar dining
• Wedding venue 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, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Room Revenue: Primary revenue from overnight accommodation in rooms and suites. Flexible cancellation policy (48-hour) with credit card guarantee at booking. First night's payment taken at booking, remaining charges settled on departure. 5% discretionary service charge added to accommodation bookings.
2. Food & Beverage - The Dandy Bar: Revenue from The Dandy Bar serving cocktails, drinks, and all-day dining (British and European cuisine). Operating Monday-Friday 7:30am-Late, Saturday-Sunday 12:30pm-Late. Collaboration with Olly Smith for non-alcoholic cocktail menu. 12.5% discretionary service charge on F&B.
3. Meetings & Events: Revenue from hosting corporate events, weddings, private dining, and group bookings. Various spaces available including Club Rooms, Oscar's Study, The Den, and Private Suites. Exclusive benefits offered for events booked from March 2026.
4. Gift Vouchers: Sale of gift vouchers for overnight stays, cocktail masterclasses, and indulgent experiences through dedicated gifting platform (We Are Gifted)

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Mayfair Townhouse provides overnight boutique hotel accommodation across multiple room and suite categories in seven interconnected Georgian buildings on Half Moon Street, Mayfair. The property operates The Dandy Bar cocktail restaurant, breakfast dining service, a Technogym-equipped fitness suite, and versatile meetings, events, and wedding spaces accommodating up to 90 guests. Ancillary offerings include dog-friendly stays with complimentary pet amenities, gift vouchers through a dedicated gifting platform, and curated guest experiences such as The Dandy Fox Trail family activity.

Product overview

The Mayfair Townhouse is a lifestyle hotel in Mayfair, London, operated by Iconic Hotels & Resorts. The property offers a portfolio of accommodations ranging from compact Cabin Rooms (14 sqm) to luxurious Signature Suites like The Loft Suite (77 sqm). Guest rooms include Classic, Deluxe, and Executive categories, while suites encompass Junior Suite, Green Park Suite, Garden Suite, and Signature Suites (Fifth Floor, Skylight, Loft). The hotel features The Dandy Bar cocktail restaurant, breakfast dining, a Fitness Suite with Technogym equipment, and Meetings & Events spaces including Club Rooms, The Den, Oscar's Study, and Private Suites accommodating up to 90 guests. Additional offerings include dog-friendly packages, gift vouchers, and activity experiences like The Dandy Fox Trail. Special offers include Pay Now & Save, Stay Longer Save More, and Suite Escape packages.

Differentiator

Problem solved

Functional benefit

Brands

• The Dandy Bar: The hotel's signature cocktail bar and restaurant, open till late, inspired by British Dandy actors of today, serving classic cocktails and expressive drinks
• The Dandy Fox Trail
• The Dandy Concierge Team

Quantifiable outcome

• 3-minute walk to Green Park Tube Station
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Olly SmithcoreStrategic or Co-development PartnerCelebrated presenter and drinks expert Olly Smith has collaborated with The Dandy Bar to curate an exclusive collection of eight non-alcoholic cocktails. The collaboration caters to the growing low-and-no alcohol audience, offering all the fun of cocktail culture without the hangover. This represents a brand partnership bringing celebrity mixology expertise to enhance the hotel's F&B offering.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cliveden House: Sister property within the Iconic Hotels & Resorts collection. Comparable as a heritage luxury UK hotel under the same parent brand, sharing PR, marketing infrastructure, and cross-promotion channels with The Mayfair Townhouse.
• Ham Yard Hotel: Firmdale boutique luxury hotel in Mayfair/Soho. Comparable as a design-led, character-driven boutique hotel targeting the same luxury leisure and corporate traveler segments with similar ADR positioning.
• 11 Cadogan Gardens: Iconic Hotels & Resorts London boutique townhouse property in Chelsea. Comparable as a heritage luxury townhouse conversion under the same group, sharing distribution and brand positioning with The Mayfair Townhouse.
• The Chelsea Townhouse: Iconic Hotels & Resorts townhouse-format London boutique, identical operating concept (townhouse conversion, Mayfair-adjacent Chelsea, heritage narrative). The closest direct comparable for ADR, room count, and F&B positioning.
• The Beaumont: Independent luxury boutique hotel in Mayfair operated by Corbin & King. Comparable as a heritage luxury Mayfair property with character-driven positioning, similar ADR tier, and overlapping luxury leisure and business segments.
• Chewton Glen: Another Iconic Hotels & Resorts sister property in the UK. Directly comparable as a luxury heritage property under shared ownership, with overlapping guest segments in domestic luxury leisure and events.
• The Lygon Arms Hotel: Sister property within the Iconic Hotels & Resorts collection (Cotswolds heritage hotel). Comparable as a heritage UK luxury property under shared ownership, with similar F&B and event positioning for the group portfolio.
• Flemings Mayfair: Independent heritage townhouse hotel in Mayfair. Comparable as a converted Georgian townhouse luxury boutique in the same Mayfair sub-market with similar room count, ADR positioning, and leisure/business mix.

Broad incumbents

• The Connaught: Mayfair luxury icon operated by Maybourne (Claridge's, Berkeley sister). Comparable as a Mayfair full-service luxury hotel competing for the same guest segments at a higher ADR tier; broader portfolio player in the same micro-market.
• Claridge's: Iconic Mayfair luxury hotel under Maybourne. Comparable as a heritage luxury Mayfair property competing for events, weddings, and luxury leisure at a premium ADR; larger portfolio incumbent in the same micro-market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheMayfairTownhouse
• Instagraminstagram.com/themayfairtownhouse
• LinkedInlinkedin.com/company/the-mayfair-townhouse

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Mayfair Townhouse