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A new digitally-led hotel concept, The Drey, is to open its first site in Earl’s Court later this year.
The 125-room property forms part of a digital model designed to combine operational efficiency with a focus on comfort and community engagement.
The Drey’s approach centres on automation and a reduced staffing structure, using online check-in, keyless room entry and an app-based guest platform.
The company said the concept responds to post-pandemic changes in guest behaviour and operator costs, creating a model that is “as efficient to run as it is comfortable to stay in”.
The hotel will operate on a room-only basis, removing features such as large lobbies and on-site restaurants. Instead, The Drey plans to partner with local cafés, bars and shops to encourage guests to explore the surrounding area. Vending machines in the property will be used to showcase products from independent brands.
The first partnership is with London-based fragrance maker Gabar, which will provide in-room amenities and feature in the vending selection. The Drey said the collaboration makes it the first hotel to stock the brand.
Located in the Royal Borough of Kensington and Chelsea, the hotel is a short walk from Earl’s Court station. Rooms are designed for space efficiency and range from compact doubles to family rooms sleeping up to six guests, with accessible options available.
The company said its technology-driven approach aims to “remove friction points” for guests while allowing operators to reduce costs. It described the Earl’s Court site as a model for a “new era of travel” built around value and purpose.
