Overview
First Impressions
The Sassy – Soho – by Frankie Says hits you with personality the moment you walk through the door. This four-star boutique spot in the heart of London doesn’t take itself too seriously, and honestly, that’s exactly what Soho needs. The lobby feels more like stepping into a friend’s really well-designed flat than a traditional hotel — there’s this playful energy that somehow works perfectly with the neighborhood’s creative chaos.
Location & Neighborhood
You’re literally in the thick of everything here, which means the usual Soho soundtrack of late-night revelers and street performers becomes your nightly lullaby. I mean, if you wanted quiet, you wouldn’t choose Soho, right? What’s brilliant is how you can stumble out for dim sum in Chinatown, catch a show in the West End, or hunt down vintage records on Berwick Street — all within a five-minute walk. The Tube connections at Leicester Square and Tottenham Court Road are close enough that you’ll actually use them.
The Room Experience
The room designs lean into that “sassy” promise without going overboard on the quirky factor. Think bold wallpaper that doesn’t assault your eyes, clever storage solutions (because let’s face it, London hotel rooms aren’t known for space), and bathrooms that feel surprisingly generous. The beds are properly comfortable — not just Instagram-worthy — and the air conditioning actually works, which anyone who’s suffered through a London heatwave will appreciate.
Dining & Social Spaces
The ground-floor restaurant and bar area buzzes with a mix of hotel guests and Soho locals, which is always a good sign. The menu skips the usual hotel food traps and goes for modern British dishes that you’d actually order again. Breakfast doesn’t drag on forever, but it covers the essentials well — proper coffee, decent pastries, and a full English that won’t leave you feeling sluggish all morning.
Why Guests Love It
What really works about this place is how it captures Soho’s spirit without the pretension that sometimes comes with boutique hotels in trendy areas. The staff seem to genuinely enjoy working there, which shows in those small interactions that can make or break a stay. At an 8.5 rating, it’s clearly hitting the mark for most visitors — probably because it delivers on its promise to be different without sacrificing the basics that matter when you’re exploring London all day.
Guest reviews
"Exceptional"
Clean and great location.
22 July 2025
"Exceptional"
Fantastic location! Great facilities and really clean. Extremely happy with experience.
What could be improved: N/a
23 June 2025
"Great location, sensibly priced and a comfortable place to sleep!"
The location is spot on whether that be for a bite to eat, a theatre visit or a night on the tiles.
There is a sufficient space for a family of 5/6 and everything was very clean.
Finally the support and service from Frankie was superb.
What could be improved: Nothing to add here.
9 April 2025
"Amazing location, nice looking apartment, great value"
Great location and value for money, really nice decor and very clean.
What could be improved: Only one small thing - could have done with some shower gel or second bar of soap in bathroom! We hadn’t brought our own and didn’t all want to share same hand soap!
29 January 2025
"Frankie Says London is AWESOME!!"
Awesome location that is walkable to everywhere. You are in the action in Soho. Staff at Frankie Says is extremely efficient and fast to respond. Pricey, like all else in London, but better than most others on cost. Will definitely stay again.
What could be improved: Too close to the action. London rocks til the wee hours. Back rooms are silent, but 3 rd bed in the common space could get some noise. But we slept well and weren’t bothered.
4 January 2025
"Clean and confortable apartment in the heart of SoHo"
Fantastic location. Super clean and all amenities worked properly. Team is very fast answering any questions. Was able to check in early which was a extremely helpful
What could be improved: The sofa bad is great for kids but maybe not super comfortable for adults.
16 October 2024
"Great London stay in the heart of the cities action. Nicely located apartment but in dire need of some upgrades."
Phenomenal location.
Good clear instructions and access.
Cute decor.
What could be improved: It was extremely hot. Much warmer than the outside ambient air and too hot to sleep well. For the price of this apartment there should be air conditioning or at the minimum good fans throughout. There were two fans that were essentially useless and a waste of space.
One of the rooms had a horrendous bed. The mattress felt like an old box spring. Extremely uncomfortable.
Paint work needs repairs in some areas.
25 September 2024
"Fantastic"
Impeccably clean, unbeatable location. We were very comfortable and happy with everything. Loved having an infinite number of good food options all around us, and neighborhoods outside of Soho such as Chinatown or St. Giles added to the diverse atmospheres within walking distance. Just became a fan of Franky Says and will rebook with them for sure.
15 September 2024
"Happy with our stay, will stay here again and the noise is expected"
Clean, all facilities including kitchen are great. Host was very responsive. Great size for 4 adults and 2 kids.
What could be improved: Property is really warm although there is a fan but still a bit hot for our liking. Due to the central location, noises from outside are expected. Noise of People going up and down the stairs of apartment also can be a bit disturbing.
9 September 2024
"Exceptional"
Large beautiful apartment in the middle of Soho,
Super comfortable,fun decor, comfy beds, everything you need for a great stay in London.
19 August 2024
