Hazlitts Hotels

Hazlitt’s Hotels are quietly legendary. Formed from adjoining Georgian townhouses, Hazlitt’s in Soho, The Rookery in Clerkenwell, and Batty Langley’s in Spitalfields, have together set the standard for the London townhouse hotel: intimate, idiosyncratic and rooted in history. Founded by conservationists Peter McKay and Douglas Blain, the group blends heritage, hospitality, and wit in equal measure.

Strength in Unity

Hazlitt’s Hotels have long thrived as three distinctive properties; each with its own subtle personality and devoted following. This individuality was central to the group’s charm. Having worked alongside Hazlitt’s for over 20 years, we supported their ambition to bring the hotels together under one strategic framework. In an increasingly competitive market, and with search and booking behaviours evolving, a unified brand story would amplify their collective strength while still allowing each property’s character to shine.

Capturing the Hazlitt’s Spirit

We immersed ourselves in the Hazlitt’s ethos, working closely with their team to define what makes the group unique. From family spirit to raffish wit, we explored the traits that guests cherish and distilled them into a set of guiding principles.

Five Pillars of Character

The brand positioning was articulated around five pillars: Family, History, Sanctuary, Service, Wit. These values express a balance of authenticity and eccentricity; a language that captures Hazlitt’s whimsical charm while grounding the brand in its legacy of conservation and hospitality.

Hazlitt’s now speaks with one voice while preserving the quirks guests love. The strategy has elevated the brand from three individual hotels to a collective that embodies the very origins of the London townhouse hotel; a fusion of conservation, culture, and hospitality. This framework became the springboard for the creative work that followed, where the brand’s wit and character were brought vividly to life.