Investigating Britain's Most Criticised Hotel Chain
Britannia Hotels has earned the dubious distinction of being named the UK's worst hotel chain for twelve consecutive years by consumer watchdog Which?. To uncover the truth behind this persistent reputation, I booked a stay at Britannia Hampstead to experience firsthand whether the criticisms hold merit.
A Legacy of Disappointment
Founded half a century ago with the Country House Hotel in Didsbury, Manchester, Britannia has expanded to approximately sixty locations across the United Kingdom, later acquiring the Pontins holiday camp chain. Despite this growth, the brand has become synonymous with guest complaints about transforming historic buildings into what many describe as grubby, uncomfortable accommodations that fail to deliver value even at their lowest price points.
My previous encounter with Britannia occurred in 2022 during a stay in Bournemouth, featuring jammed windows, overpowering paint fumes, and an atmosphere of neglect highlighted by an empty pool and discarded items. This background set the stage for my apprehensive approach to the Hampstead property.
The Hampstead Experience: Deserted and Dispiriting
The six-floor London establishment, capable of hosting 350-person conferences, felt utterly abandoned during my visit. Fairy lights twinkled pointlessly in empty spaces, creating an eerie silence broken only by my own movements. This stood in stark contrast to the vibrant, welcoming atmosphere at The Manor in Blakeney, North Norfolk, which was crowned the UK's best large hotel chain by Which? readers in 2025.
Accommodation at Britannia Hampstead proved uninspiring though cleaner than my Bournemouth experience. The room featured dated brown furniture and an overwhelming smell of cleaning products. Most strikingly, the windowless environment created a claustrophobic sensation reminiscent of confinement. Opening a window would have incurred a £10 charge, a paid feature that particularly stunned me given its basic nature.
Staff and Service Comparisons
Staff at Britannia appeared pleasant but preoccupied, with limited interaction beyond curious glances in the deserted foyer. The receptionist couldn't explain why the restaurant and bar were closed. Meanwhile, at The Manor, long-serving staff including members of the Hill family provided attentive, friendly service that transformed the stay into a genuinely welcoming experience.
Location and Value Assessment
Britannia Hampstead's location proved disappointing—not conveniently close to either Hampstead Heath or Camden, and a considerable distance from central London. Rooms started at £55 for windowless options, but my stay cost nearly £90 including breakfast, with windowed rooms reaching £100. In comparison, The Manor averages £128 per night but earned four out of five stars for value from Which? readers, alongside Wetherspoons hotels which offer rooms from £55.
The Business Model Behind the Reputation
Britannia's approach appears to involve acquiring historic properties and offering budget-priced rooms without substantial investment in refurbishment. This strategy minimizes overheads but results in dilapidated establishments that consistently disappoint guests. The chain seems content with modest profit margins despite the damage to its reputation.
Final Verdict: No Improvement in Sight
Nothing during my stay suggested Britannia is making meaningful improvements or likely to shed its 'worst in class' designation. The contrast with Coaching Inn Group properties demonstrates how similar price points can deliver dramatically different experiences—from neglected spaces with paid basic features to cosy, well-maintained accommodations with engaged staff. For travellers seeking value, alternatives like Wetherspoons hotels or Coaching Inn Group properties offer far superior experiences without the disappointments that have plagued Britannia for over a decade.
