Vision, Mission & Values

Striving for excellence in every area of our service

What we stand for

The AB Hotels Mission

In a world of infinite possibilities, we go above and beyond our customers' expectations to provide a refreshing change in hospitality. No request is too big or too small, whether a London Pied -a-Terre, or Country House Hotels, we are driven by a united spirit to serve our guests with pride, passion and integrity, providing a genuine home from home experience for guests to relax and unwind. We may not be big, but it's the small things that make the difference, and we are totally committed to creating exceptional experiences either in our urban den in the heart of London or our retreat in the heart of the countryside.

We are...


Approaching every situation with a “can-do” attitude
Using positive language and finding ways to say “yes”
Being upbeat, knowing that “nothing is too much trouble”
Guaranteeing the comfort & convenience of our guests and using guests names at all times.


Offering a genuine welcome & ‘home from home’ experience, using our guest's name and ensuring that they feel at ease, relaxed and comfortable
Speaking to guests and colleagues in a gracious, courteous & polite manner, always respecting the privacy of our guests
Actively listening to the guest, offering a personalised service tailored to their needs


Displaying pride in our appearance and in serving our guests
Taking personal responsibility for our day-to-day role and striving to develop our professional knowledge and competence
Sharing our unique “AB Family Spirit” and demonstrating enthusiasm, genuine pride & concern in delivering an excellent luxury experience for our guests


Demonstrating flexibility by always finding a way to say “yes”
Offering experiences that are tailored to the needs of our guests which surprise and delight, create lasting memories
Being gracious and responsive to requests, anticipating & responding to the needs of every guest and colleague
Demonstrating thoughtfulness & genuine concern for the comfort & convenience of our guests and colleagues


Treating every guest and colleague as an individual
Thinking ahead, using initiative to find ways to exceed guest expectations and help colleagues
Paying attention by demonstrating a genuine sense of interest and concern for our guests, by staying in touch and showing care and thoughtfulness in anticipating their needs
Paying attention to every detail and passing on relevant information to guests and colleagues

The heart of the city

The Arch London

The Arch London is a family-owned and run luxurious hotel in an enviable central London setting. Just a stone’s throw from Marble Arch, Oxford Street and Hyde Park, this urban hideaway offers a unique combination of English heritage and the ultimate in contemporary style.

Your country home from home

Sopwell House

Sopwell House is a 4 star hotel located within 12 acres of countryside in St Albans, Hertfordshire. Once you enter this 'home away from home' the attentive staff, family-friendly service and luxurious facilities will provide the perfect setting to your stay.