About Us

The Company

™ Iconic and ® Iconic Club (online as www.iconicclub.co.uk and www.iconichotels.co.uk) are trading names of Surest Ltd., which also owns Hotel Direct, the UK's leading independent online hotel reservations agency.

Established in 1997, over 1 million customers have now found unbeatable London hotel savings with us online and by telephone.

Surest Ltd. has offices in the beautiful county of Cornwall in south west England.

Iconic Club – the concept

™ Iconic and ® Iconic Club is based on a realisation that the needs of people seeking luxury 5 star hotels and a luxury travel experience are not met by traditional online reservation agencies whose staff sell 10,000s of hotels and packages and must therefore be generalists - and whose website pages are standardised for all levels of travel from 1 star to 5 star.

Iconic Club staff are trained on the full inventory of rooms and suites, and guest services at each iconic 5 star hotel and additional luxury travel services, top West End theatre shows and other iconic travel experiences offered by our company. Our staff know which hotels and room options best meet your specific needs; whether that is accommodating a family securely in inter-connecting rooms or suites, or meeting your business requirements for connectivity and access to business support facilities. We have access to the very best premium seats in all London shows and First Class rail travel throughout the UK.

Our website, iconicclub.co.uk, presents a mini-site for each hotel which includes comprehensive descriptions on every room and suite type, high resolution photography of all rooms and all facilities and public areas of each hotel. Iconic Club offers every room and suite type at each hotel with the best rate guaranteed.

Benefits for customers

See it before you book it:
High-resolution photography gives you the best insight into these iconic 5 star hotels on the World Wide Web.

Genuinely expert assistance:
Free phone 0800 496 8888 (International: +44 1872 266 198) to speak to our reservation experts who know these hotels individually and can advise you on all room and suite types, inter-connecting rooms and all hotel facilities. We can also book any West End theatre show from our exclusive allocation of top seats with First Class rail for a truly iconic package.

Lowest price guaranteed:
Iconic Club has negotiated the lowest prices available at each partner hotel and will not be undercut in price by any competitor or by the hotel itself. Additionally Iconic Club offers many unique deals, discounts on theatre tickets and an after sales service and 'Virtual Concierge' support unmatched by any hotel or agency.

Pay in a currency of your choice and be certain of the final price:
Our website and reservation experts will quote and accept payment in £GBP, $USD and €EUR. All prices include the UK's sale tax (VAT) and the hotel's service charge. So whatever major currency you choose, you can be certain of the final price now.

After-sales service and 'Virtual Concierge':
Other online agencies will confirm your reservation via a digital feed, email or fax to the hotel. 9 times out of 10 this impersonal approach is fine. However due to technical and human error, there are occasions when this method leads to a guest arriving at a hotel that has no record of the reservation. Even the hotels themselves can make simple date and room errors in uploading reservations. This leads to a scenario that we appreciate, must be avoided at all costs. So Iconic Club has created a safety net. Every reservation is assigned a Reservation Manager who follows-up each reservation with personal contact with the hotel. We exchange written confirmation with the hotel to ensure and confirm that your reservation has been recorded correctly on the hotel's booking system.

Our Virtual Concierge service provides you with a toll-free telephone line for any assistance you require whilst at your destination. From first class travel options to top theatre tickets to advice on the finest restaurants, places to see or simply directions to a destination. As a guest of Iconic Club, no request is too much to ask. Simply call 0800 496 8888 (International: +44 1872 266 198).