Principal London

Russell Square, London


Guest room

St Paul's Cathedral

Regent's Park

A Conde Nast Traveller recommended London hotspot

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Up to -39% best available rate ?

The discount:

We advertise this offer at up to 39% off. Our discount is calculated by reference to the hotel’s own prices or by reference to an appropriate source reflective of the hotel’s own prices. An example of our top discount is:

On 12/11/2018, two people may book a one-night stay in a Guest room (inclusions as noted above) and will pay £219 per room, per night, compared to the publicly available rate of £359 per room, per night. Based on this calculation, by booking with Secret Escapes, you will save 39%.

The discount, price and availability stated above were checked on 08/10/2018.

The offer is 100% non-refundable and date changes are not possible once the booking has been made.

Moments from the British Museum in the elegant surroundings of Bloomsbury, a brand-new landmark London hotel with chic rooms and two restaurants – breakfast included


In the elegant streets of Bloomsbury, The Principal London is the perfect bolthole for cultural breaks in the capital – just moments from the British Museum, the city’s loveliest bookshops and a feast of fabulous eating spots. Spend days leisurely strolling between leafy squares and cosy cafes, and return to the hotel to bury your nose in your purchases – the hotel’s genteel surroundings make it very tempting to curl up with a book.

The rooms at The Principal are nothing if not straightforward: simply-named Guest rooms blend clean lines and thoughtfully luxurious touches to ensure your stay is as comfortable as possible.

The hotel appointed hot-shot interior designer Tara Bernerd to update the original, 19th-century "grande-dame" with 21st-century comforts – think wall-mounted TV sets that mirror your laptop or phone – and tactile fabrics like velvet cushions and snuggly bedspreads that feel rather like a high-end apartment. Get ready for a night out (or an early night in) in the subtly luxurious en-suite bathrooms, which are decked out in grey subway tiles and marble-effect bath tubs and come with The Perfumer’s Story bath amenities.


- Heating/air conditioning
- Wi-Fi (complimentary)
- En-suite bathroom
- Flatscreen TV
- Iron
- Bath amenities
- Mini fridge
- Tea and coffee facilities


Rise and shine with a delicious breakfast spread of charcuterie, flaky, fresh pastries, cereals, yogurt and prepared smoothies – there are also several hot options if you prefer to make breakfast your main meal of the day. The hotel has two restaurants, each with its own distinct character. Fitz’s Bar is a Gatsbyesque celebration of the Roaring Twenties, dripping with Jazz Age glamour – think antique trinkets, plumes of ostrich feathers and swathes of velvet. In total contrast, Neptune is relaxed. Aussie chef Brett Redman brings the laid-back dining of Down Under to Bloomsbury with seafood platters and a daily oyster ‘happy hour’. Standout dishes include spaghetti with cockles and squid, whole lobster and beef cheek with polenta, plus a selection of native breed meats cooked over oak and charcoal on the grill. During the day, head to Palm Court for afternoon tea, while Burr & Co for light plates and sweet treats.


The hotel’s slick and stylish 24-hour gym has free weights and cardio machines for when you want to work up a sweat.


Entrenched in history, the hotel is in the heart of literary London, with the British Museum on one side and some of the city’s most illustrious universities on the other. In front is the green space of Russell Square – perfect for sunny afternoon strolls – and cafes, bookshops and museums lining the streets all around. Lamb’s Conduit Street is a five-minute walk and has excellent restaurants like Noble Rot, with the rest of the city and all its possibilities easily reached via the tube – the nearest station, Russell Square, is under a minute away on foot.

Russell Square, London WC1B 5BE

We source flights from all major scheduled and low cost airlines to offer you a full choice of airlines, departure airports and flight times.

You can choose to add a flight to this hotel. Just select the dates you want to book your stay from the calendar and choose ‘Hotel + Flights’

On the next page you can choose the departure airport, time and airline and price that is convenient to you

When you buy a hotel with a flight with us you are financially protected under the ATOL scheme.

If you need any support booking this holiday, please contact 0843 22 77 777 (Mon - Sun 8am to 8pm)

If you wish to make a flight only booking, or add a flight to an existing hotel booking with us, call our reservations team on 0843 2270 007 (Mon-Fri 9-6, Saturday 10-5, Sun closed)

We like

  • Staying in the heart of literary London, with the British Museum on your doorstep and beautiful Bloomsbury waiting to be explored
  • Choosing between Jazz Age-glamour and unhurried Aussie dining at the hotel’s two restaurants
  • Sunny afternoons spent enjoying afternoon tea in The Palm Court or strolling in Russell Square with a takeaway cake from Burr & Co

Second opinion

  • To find out more about the hotel, please visit their website
  • Read guest reviews on TripAdvisor
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  • Pick your dates and we do the rest!
  • Offers may include member perks such as treats on arrival
  • Holidays with flights are ATOL protected

Can't commit to booking right now?

Hold a date for only £25 while you decide.

  • Pay £25 to hold a date until the end of the sale.
  • If you choose to buy it, the money will go towards your purchase, if not, the cash will be credited to your Secret Escapes account.

Important: Please note, this is not a deposit, complete or guaranteed booking; holding the date simply prevents other members from swooping in and booking your preferred date while you're still having a think about it. Secret Escapes will not be liable for expenses incurred should that date not be available to book and a hold is cancelled.

For more details, please see our FAQ page.