Zetter Townhouse Hotel

Being ensconced in this 24-bedroom gem feels like stepping back in time. It oozes charm, feeling more the home of an eccentric raconteur than your typical W1 crash-pad. Heritage tones, Persian rugs and canopied beds are quirked-up with Britannia-themed fabrics, while retro wallpaper bedecks the bathrooms. Plump for the Lear’s Loft and you’ll also get an alfresco bathtub. The Zetter is the ideal base for festive shopping, but do arm yourself with a drink at Seymour’s bar before you brave the crowds. Doubles from £340.