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New hospitality brand The Drey will open its first property in London’s Earl’s Court later this year.
The 125-room hotel prioritises digital automation, premium sleep and community initiatives. The brand said the model responds to post-pandemic shifts in guest behaviour by using digital systems to reduce staffing levels and overhead costs. It operates as a room-only service.
Guests will be able to check in online and use keyless access via a mobile application. The site is located near Earl’s Court station in the Royal Borough of Kensington and Chelsea.
The hotel has partnered with local cafes and boutiques instead of providing on-site dining. Vending machines will feature rotating independent brands, starting with fragrance house Gabar.
Gabar will also supply in-room amenities. The rooms combine Regency character with smart features. Options include the Cosy King and family rooms that accommodate six people.
General manager Kieran James said: “Drey was created around what modern travellers truly want. In a city like London, the hotel isn’t the destination, the city is.
“We’ve designed a space that’s stylish, comfortable and seamlessly integrated into the rhythm of their visit. It’s about giving guests the freedom to experience the city on their own terms.”
