Location, Location, Location. If you are going to London to shop, this is the hotel for you - if not it's still ventrally located to all the main attractions and shows, just requires using the tube. In the heart of SoHo, walkable to all the best fashion shops, lots of food nearby. Tube station is across the road, letting get to everywhere in London in 20 minutes max with next to no cost.
Plenty of staff on hand if you have any questions or requests, security at the door. Cafe downstairs offers enough to keep you going, but you're better off heading out into the city for food.
Rooms and hallways are extremely clean. Rooms are small compared to USA standards but normal for Europe. The room size was the only downside I found, made it a bit of a game with all the bags we had from our shopping trips.