Where to stay in London for first time visitors

Advice from a local about how to find a London neighbourhood to stay in that balances convenience and charm

London is a city that can easily overwhelm a first-time visitor. It's massive, with a dizzying number of neighborhoods, each offering something unique. And, let’s be honest—it’s expensive, which only adds to the challenge of choosing where to stay.

As a first-time visitor, you probably have an image in your head of what London is like—brick buildings, charming streets, cozy neighborhood pubs, colorful mews houses, and those iconic red postboxes. It’s that quintessential London vibe that draws people in. But how do you balance that dream with the practicalities of visiting a city this size?

I’m a London local and I want to share some advice about how to find a neighbourhood that balances the convenience and charm you’re looking for as a first-time visitor. Because as exciting as London is to explore, as a visitor, convenience is key—and being near a tube station is imperative if you want to move around quickly.

I’ve explored many of London’s fantastic neighborhoods, and I can tell you that London isn’t just one city; it’s more like a collection of towns, each with its own distinct charm. And that’s what makes it such a fun place to discover. Here are my top suggestions for where to stay, as well as my opinions on the areas you might want to skip.

*This post is about which areas or neighbourhoods to stay in London, rather than the best hotels. I recommend hotels in each suggested area, but click here if you’d like to read more about beautiful design hotels in London.

First: a reality check about London

Yes - London is so charming and beautiful! It is also very expensive. It’s not likely that you’ll be able to stay somewhere ‘nice’ and central without paying a pretty penny. If you’re on a serious budget you will have to find somewhere to stay a bit further out.

I say this because I am usually a budget traveller, and I like to find hotels that are affordable and also beautiful when I travel abroad (I share some of these hotel recommendations on this page). It is not realistic to keep the same budget in London that I would when I travel elsewhere in Europe. I just want to give fair warning to other travellers who are usually looking for an affordable and beautiful option.

Secondly, it can take a really long time to get across London. There’s an amazing public transport system, but it all converges on central London (fair enough). This means it can be difficult to get across South London, or from SW London to North London for example. This is why it’s important to stay somewhere that has easy transport links to the areas you are interested in visiting.

So, if you have a clear picture about how much you want to spend and which areas of the city you will be visiting, it will become easier to decide on an area of London to stay in.

The best neighbourhoods to stay in while visiting London

Here’s a quick overview for those who don’t want to scroll.

Best neighbourhoods to stay in:

Bermondsey/Borough
South Kensington/Sloane Square
Shoreditch
Fitzrovia/Marylebone

Avoid these areas:

Covent Garden
Shepherd’s Bush/Hammersmith
Mayfair
The City of London

Bermondsey and Borough

Why stay in Bermondsey or Borough

The area between Bermondsey, Borough and London Bridge stations is one of my favourite areas of London because it is a great balance of charming and cool, and is generally quieter than other areas of London while still being quite central.

There’s a mix of Victorian industrial buildings and more modern architecture in Bermondsey, and it definitely has its own unique vibe. There are lots of amazing independent restaurants, bakeries and food markets here, as well as some amazing art galleries. It also has close proximity to popular places like Borough Market, Tate Modern, Tower Bridge and the Globe Theatre. It is close to Rotherhithe, which is such a hidden gem with the Brunel Museum and the Mayflower Pub, a very historic and charming pub on the riverside. I have a post dedicated to things to do in Bermondsey here. I’d honestly really like to live in Bermondsey!

Bermondsey guide

There are several tube stations on the Jubilee line here, as well as London Bridge rail station, so it is easy to travel to other parts of London from here.

Where to stay in Bermondsey and Borough

A few suggestions at varying price ranges:

Mason & Fifth, Bermondsey: super charming and aesthetic studio apartments.
Bermonds Locke, Tower Bridge: more lovely and light-filled apartments.
Residence Inn by Marriott London Bridge: simple and straightforward. There is another Marriott just a stone’s throw away as well.
The LaLit London: cosy, characterful, in the heart of the action.

South Kensington and Sloane Square

Why stay in South Kensington or Sloane Square

This area is great for families, as there are several wonderful museums and lovely parks conveniently located nearby. This area is quintessential charming London and is especially delightful with its colourful mews houses. The neighbourhoods are particularly stunning in the spring months when wisteria and roses are in full bloom, adorning the facades of these charming homes.

With several train and tube stations nearby, it's easy to reach other fascinating areas of London. While this is a posher neighborhood, and therefore tends to be a bit on the pricey side, it is worth noting that prices in the city can be high regardless of where you go!

Where to stay in South Kensington and Sloane Square

A few suggestions at varying price points:

Beaverbrook Town House: utterly charming hotel with eclectic English interior design.
Ibis Styles Gloucester Road: pricey for an Ibis but one of the more affordable spots in this area!
Lime Tree: quaint, cosy and on the affordable end.
11 Cadogan Gardens: an impeccable high-end British hotel complete with afternoon tea.

Shoreditch

Why stay in Shoreditch

Shoreditch has a delightful blend of the cool, artistic vibe found in East London, complemented by historic architecture that reflects the rich Georgian history of the area. Spitalfields Market serves as a fantastic hub for tourists. Beyond the lively stalls, there are amazing hidden gems, such as the fascinating Dennis Severs Museum, alongside beautiful shops like Townhouse that offer unique finds.

The location is conveniently close to vibrant spots like Brick Lane and Columbia Road, which are well worth exploring, while also providing easy access to other parts of East London that can be tricky to navigate for newcomers.

I highly recommend staying in this area rather than in different parts of East London, primarily due to its excellent tube accessibility from Liverpool Street Station. Relying solely on the Overground in East London could potentially slow you down if you're a tourist visiting the city for the first time and eager to experience as much as possible during your stay.

Where to stay in Shoreditch

A few suggestions at varying price points:

The Culpeper, Spitalfields: this hotel is the perfect representation of the history of this area with its period features and lively pub downstairs.
The Buxton, Brick Lane: A roof terrace and lovely breakfast.
Wilde Aparthotels London Liverpool Street: useful apartment amenities in a very convenient location.

Fitzrovia and Marylebone

Why stay in Fitzrovia or Marylebone

Fitzrovia and Marylebone are two very central neighbourhoods in London, but offer a bit more of a vibe than Covent Garden or Mayfair. Marylebone is the posher of the two. Both have easy access to art galleries, bakeries and restaurants, and one of my favourite places in London, Regents Park.

Marylebone High Street is one of the most charming shopping streets in London that has its own village feel. The brick mansion blocks are gorgeous and don’t miss the iconic Daunt Books.

There are so many tube connections through this area that it will be a breeze to go anywhere else in London.

Where to stay in Fitzrovia or Marylebone

The Langham, Marylebone: a wonderful luxury hotel.
London Edition, Fitzrovia: elegant, simple, sexy hotel.
Zetter Marylebone: wonderfully quirky in that particular British way.
The Academy: another characterful property with a Victorian quirk. Slightly less expensive than the others recommended.
Holiday Inn London - Regent's Park: the closest you’re going to get to affordable.

Areas to avoid as a first time visitor to London

First, I want to be clear that I am not suggesting you avoid these neighbourhoods because they are unsafe. Pretty much everywhere in London is safe. In my personal opinion, these areas are either too busy or lack the charm/convenience of other London neighbourhoods, so I wouldn’t recommend them for your first visit. But, if you find a hotel you love in that area, don’t let me stop you!

Covent Garden

Covent Garden is the tourist hub in London, and rightly so, as there is so much going on nearby and it is in the heart of the West End. This means, however, that there are daunting crowds in the area at almost all times. While there are great shops and restaurants around here, it is also clogged with tourist traps and those horrible tuk tuks covered in pink feather boas blasting Justin Bieber music. In other words: it is not a vibe. It would also be incredibly expensive to stay here.

Shepherd’s Bush/Hammersmith

There are some lovely streets in the Shepherd’s Bush and Hammersmith area, however there are also lots of big roads going out of London, and the giant Westfields shopping mall which dominates the area near Shepherd’s Bush station. Avoid simply because it will be easy to find yourself near busy and unappealing roads. It isn’t particularly interesting for tourists here either.

Mayfair

Mayfair is a stunningly posh area of London, home to many commercial art galleries and the Royal Academy of Arts. But it is so expensive that it is not really a residential area, and lacks the authentic, heartfelt shops and restaurants you can find elsewhere. I would skip it.

The City of London

If you are not aware, the City of London is the historic centre of the city and its own entity. The City is where much of London’s business is done, so it is now primarily a place for offices. There are some amazing historic sites here, from the Tower of London to St Paul’s Cathedral. But it isn’t an ideal place to stay in, because it is dead on the weekends and there is a lack authentic or charming restaurants. Most hotels would likely be catering to business travellers.

Areas to consider if you’ve been to London before

There are so many wonderful neighbourhoods in London, many off the beaten tourist path which offer a charming village experience while still being in the city. It would be lovely to stay in any of these areas, but I wouldn’t necessarily recommend them to first time visitors as they might be less convenient to get to if you’re doing lots of sightseeing.

Richmond

Staying in Richmond gives you a peaceful, riverside experience, with charming walks along the Thames and easy access to Richmond Park, where you might spot wild deer. It's perfect if you’re looking to escape the hustle of central London while still being well-connected to explore the city.

Greenwich

A stay in Greenwich offers stunning views across the river, a rich maritime history, and a village-like feel, with the added bonus of attractions like the Royal Observatory and the Cutty Sark right on your doorstep. You’ll enjoy a slower pace while still having an easy commute into central London by train or boat.

Chiswick

This leafy west London neighbourhood is known for its relaxed vibe, independent shops, and fantastic dining options, making it ideal for returning visitors who want a more local, less touristy experience. Wander along the Thames Path, browse boutiques on Chiswick High Road, and soak up the area’s understated charm.

Fulham

Fulham’s stylish, residential feel makes it a great base if you’re looking for a quieter yet sophisticated London stay. Enjoy riverside walks, gastropubs, and plenty of green spaces while still being just a short tube ride from central attractions.

Islington

Islington is full of character, with its lively streets, quirky shops, and endless options for cafes, pubs, and restaurants. It’s a great spot if you want to enjoy a trendy, local vibe while exploring London from a slightly less tourist-heavy base.

Hampstead

Hampstead offers a mix of countryside tranquility and cosmopolitan charm, with its picturesque streets, independent shops, and the sprawling greenery of Hampstead Heath. You’ll feel far removed from the bustle of London, while still being close enough to dip back into it when you choose.

St John’s Wood

Elegant and leafy, St John’s Wood gives you the best of both worlds: peaceful surroundings with beautiful, grand houses, plus easy access to nearby attractions like Regent’s Park and Abbey Road. It’s an ideal choice if you want a refined and relaxed stay while keeping central London within reach.

Where to stay in London

I hope I’ve helped you decide where to stay in London, especially if you are a first time visitor. Please feel free to ask me any questions in the comments and I’ll get back to you with my thoughts.

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