Q: Do the descriptions “Boutique”, “Designer”, and “Private” hotel all mean the same?

A: No, they don’t! “Boutique” is the description that is most often used in North America to describe small hotels, more usually known as Townhouse hotels in the UK. A boutique hotel in American terms would be anything less than around 100 rooms, Campton Place in San Francisco being a good example. In the UK it would be less than 40 rooms, such as 22 Jermyn Street!

“Designer” Hotels are the current trend, usually ultra-modern and they would tend to be mid-sized. Any Schrager/Stark hotel would qualify, such as The Sanderson in London or the Paramount in New York. XV in Boston would be another good example.

You should expect a “Private” hotel to be owned and identified by an individual rather than a faceless Corporation. I describe my hotel as “A Private Hotel in London” because I own it, and I also consider it as a very discreet and private place.

Q: Is it true that private hotels are more commonly found in cities and large towns than in rural locations?

A: No, on the contrary, you are more likely to find private owners in rural locations. And talking of rural, the “Designer” hotel trend is spreading to the countryside, replacing the chintzy look of old. Bonnington House in Somerset is a great example of that.

Q: What type of guest typically uses such smaller, more intimate hotels?

A: The trend for my kind of hotel really took off in the 90s, attracting guests not only from the leisure market, but surprisingly, also from the corporate market. Sophisticated travellers were ready for an alternative kind of accommodation away from the anonymity of larger hotels to the personal experience that smaller hotels are more easily able to offer. The key to our success was to offer luxurious space, matching facilities and superlative service to rival our bigger brothers.

Q: How do you compare in value with some of the larger, well-known hotel groups?

A: Considering our St James’s location, in the centre of London’s West End, we compare very favourably. Most of our rooms are suites and we are able to offer those at the same rate that other Central London hotels usually ask for a double room. That makes it very convenient for business travellers for whom a suite makes life so much more comfortable, convenient, and, of course, prestigious!

Q: Do you ever offer promotions, or run loyalty programmes, aimed at business guests?

A: Yes we do. We offer corporate rates to our regular guests and from time to time we do special “added-value” promotions such as complimentary airport limo transfers and theatre packages.

Q: Private hotels probably don’t offer business services, is that right?

A: No, that’s wrong! We consider it to be really fundamental to offer a full range of business services. From broadband connection to secretarial support, from top quality communications to organising itineraries and reservations, we have to do it all! My management team like to think of themselves as the on-site PA support service!

Q: Why do you not have a restaurant?

A: Apart from the celebrity chefs occupying some hotel dining rooms, eating in a hotel can be a fairly dispiriting and often disappointing experience. We also find that most of our guests prefer to eat out in the countless excellent restaurants in the area. To help them choose, I write a weekly-updated “22 Jermyn Street Restaurant Newsletter”. If going out is a chore after a long day, we do offer 24hour room service from our own kitchen.

Q: It’s not generally possible to hold meetings at private hotels, is it?

A: That rather depends on the hotel. It’s fair to say that smaller hotels are less likely to have meeting rooms. At 22, we have the advantage of large 500sq ft suites that can easily be set up for board table meetings for up to eight people. We also adjoin a full service business centre at 211 Piccadilly that offers a complete range of office suites, conference rooms and technical services. Our guests find this facility to be very convenient.

Q: What can large hotel groups offer the business traveller that private hotels cannot?

A: The larger hotel groups have a distinct corporate identity, so if you’re in a 4 Seasons or Hilton, that tends to identify you, and your status. You also know exactly what you are going to find whether you’re in Park Lane or on the Champs-Elysées. Larger hotels are also better able to host conferences and they usually have a range of function rooms that we smaller brethren do not. Some people need coffee shops, news stands, in-house restaurants, some do not!

Q: What can you offer that large hotel groups cannot?

A: An extraordinary level of personal service, and attention to detail: for example we give our guests Newsletters which cover theatre; the arts including a 12 month perspective of what’s coming to London; antiques; a children’s edition, and of course the much used Restaurant Newsletter (55,000+ hits per year on our web site!). Using a well-worn cliché, we are able to offer a “home from home” environment. Not for everyone, but as I said, for the more sophisticated, and travel-weary guest.

Q: What added experience do you feel a guest in a private hotel will have?

A: An identity; a flexible response to their special needs; and in my hotel, access to an owner and the ability to step out into the heart of London knowing that everything that matters is being taken care of.

Henry Togna is managing director and proprietor of the deluxe private hotel, 22 Jermyn Street, owned by his family since 1915. Located in the heart of London just 100m from Piccadilly Circus, it is managed by a team of super-efficient women. For more information, call 020 7734 2353 or visit : www.22jermyn.com