Your personal Reservation Manager. A personal point of contact who will double check your reservation with the hotel and be your 'Virtual Concierge' at your destination

See it before you book it. Video and high-resolution photography gives you the best insight into these hotels on the World Wide Web.

Speak to an expert. Book online or call 0800 496 8888 (International: +44 1872 266 198) 7 days a week, to speak to one of our experts who know each hotel individually.

Lowest price guaranteed. Plus many unique deals. See our Price Guarantee.

Pay in £GBP, $USD or €EUR and know your final price. There are NO booking fees. All prices include UK sales tax (VAT) and the hotel service charge.

More rooms and suites. No one else offers as many room and suite options.

About Us

The Company

Iconic Hotels (online as IconicHotels.co.uk and Iconic-Hotels.com) is part of Surest Ltd., which 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 London and a call centre in the beautiful county of Cornwall in south west England. International websites include HotelDirect.co.uk, HotelDirect.ie, HotelsDirect.fr, HotelsDirect.es, HotelDirectEurope.com, Hotel-Direct.com.au, Hotel-Direct.ca, HotelQuick.com and IconicHotels.co.uk and Iconic-Hotels.com.

Iconic Hotels – the concept

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

Iconic Hotels' staff are trained on the full inventory of rooms and suites, and guest services at each iconic 5 star hotel. 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.

Our website, IconicHotels.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 exclusive video tours commissioned by Iconic Hotels of all rooms and public areas of each hotel. Iconic Hotels offers every room and suite type at each hotel with the best rate guaranteed.

Benefits for customers

See it before you book it:
Video and 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.
Lowest price guaranteed:
Iconic Hotels 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 Hotels 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 Hotels 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 theatre tickets to advice on restaurants, places to see or simply directions to a destination. As a guest of Iconic Hotels, no request is too much to ask. Simply call 0800 496 8888 (International: +44 1872 266 198).