The location is beyond central: behind a gorgeous 1898 French Renaissance facade on the north side of Leicester Square—it gets noisy at night outside, but doubled panes keep the clatter to a soothing murmur that satisfies most sleepers. The lobby is perilously small and you’ll have to seek breakfast elsewhere, and rooms can also be petite but in an acceptably cozy way, although not if you’re quoted a price above £300. The bathrooms are a higher grade than most with subway tile and heated towel bars, the beds large even if the ceilings are low, and the perks pleasing (like free bottled water). There aren’t many common areas to hang out in, but you only have to walk a few inches to be in the middle of it all. Think of it as the affordable analog to The Londoner, across the same square.