Location, location, location. You can't get more central than this. Literally in the atrium of the tram terminus. All central areas laid out at your feet, including New Regent Street. Elegant, clean, comfortable, warm, spacious, safe and with a stunning view. Being in the middle of the city means that earplugs are a bit of a must, but that is pretty standard in any city. This is a great place to stay, would recommend to anyone.