Venue Profile: The Zetter Townhouses

Located in Clerkenwell and Marylebone, these stylish Georgian townhouses are fuelled by their passion for cocktails, dining, parties and more…

As one of the most prestigious places to visit in the world, it’s no wonder that London is full of classy hotels that really reflect the quality and style of the city. Whether you’re there for an event, a date or a business trip, you won’t be short of places to stay.

However, if you happen to find yourself in the capital looking for somewhere to wine and dine – hotel bars are open to guests whether you are staying at the hotel or not! This form of hospitality is trending, with hotels finding that a lot of their revenue is now coming from those who are not spending the night but instead, spending at the bar.

The Zetter Townhouses in Clerkenwell and Marylebone are part of The Zetter Group, a collection of exquisite hotels and restaurants, that have a passion for cocktails, sensational food and perfecting the guest experience. The Zetter Hotel is the original venue with 59 rooms, located minutes away from Farringdon station. Staying true to its Victorian roots, this venue is full of personality and marries historical features with a modern contemporary style.

Cameron Bownes is the new Hotel Manager and believes that people are behind the success of the hotel bar; “The short answer is the people. We have a very talented bar team headed up by Bar Manager Anas El Bahhj. They spend hours in our in-house drinks lab creating our signature serves, but beyond the creativity and consistency of the drinks here, it’s about how the team interacts with our guests.

“Even if you don’t know what drink you are looking for, one of our bartenders will find it for you, whether it be a forgotten classic, a new signature serve from our ever-changing menu or one of our ‘only available on request’ classic Zetter drinks – such as The Flintlock or Nettle Gimlet” he added.

Social media has been a huge influence for the hotel bar, driving traffic through Instagram where they post images of their venue, creations and events. The Zetter Townhouse has seen more visitors return post-lockdown, and social media has helped build their reputable status.

Throughout the years, the hotel bar has continued to grow in popularity among locals and those travelling from further afield, and it’s not just hotel guests who have the privilege of enjoying Zetter’s hotel bar; “Many guests who stay at the hotel will use our bar, but we only have 13 bedrooms, so as much as we cater for them, we cater for our external guests too.

“A lot of our regulars refer to us as ‘the place you can trust’ when looking to impress, whether it’s a business meeting during the week, birthday at the weekend or just in search of a great cocktail and vibe” Cameron commented.

When people opt for a hotel bar as their venue for an evening out, having the choice of food as well as drink can bring in more revenue for the hotel. The quality of the setting also encourages guests to stay longer, which is good if they aren’t spending the night.

The Zetter Townhouses boast a luxury period setting with modern furnishings as Cameron describes; “The setting of the townhouse is cosy and comfy with big sofas, soft cushions, and a real fireplace for the winter. The food replicates this, with hearty portions of comfort food that you want to eat when having a drink.”

By having customers visit from outside of the hotel’s guest list, this has seen a huge increase in popularity as well as revenue for the hotel – with Zetter continuing to make a conscious effort to prove to visitors that the hotel bar is not only for hotel guests but also those looking for a place to grab a drink or have a party, as Cameron says; “We also always leave some of the lounge unbookable for those spontaneous nights where people want to just pop by, which keeps a nice regular flow of people coming and going.

“It also gives us a much broader client base which creates a beautiful atmosphere, especially when we have the live music Wednesday & Thursday”.

Guests are looking for more than just a bar, particularly coming out of lockdown, with a lot to celebrate and people to meet again. They want to have some fun in a place that is stylish and renowned for great drinks – with the option to even stay the night.

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