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 is 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 a single strategic framework. In an increasingly competitive market, and with search and booking behaviours continuing to evolve, a unified brand story would amplify their collective strength while allowing each property’s character to remain intact.

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 qualities that guests return for and distilled them into a clear set of guiding principles.

Five Pillars of Character

The brand positioning was articulated around five pillars: Family, History, Sanctuary, Service, Wit. Together, these express a balance of authenticity and eccentricity, capturing Hazlitt’s distinctive charm while grounding the brand in its legacy of conservation and hospitality.

The Result

This resulted in a clearer and more unified brand platform that strengthened the group’s visibility and competitiveness in an increasingly digital and search led market. By aligning the three properties under a shared narrative, Hazlitt’s was able to amplify its collective presence, improve clarity across booking touchpoints and deepen recognition, while preserving the individuality that defines each hotel.