Flexible cancellation available. Cancel without charge up until 3pm the day before arrival. Read our cancellation policy.

Flexible cancellation available. Read policy.


Book Direct on our website for exclusive benefits

  1. Enjoy offers you won't find elsewhere
  2. Best room rates and terms
  3. Priority room allocation
More than 5 rooms? Enquire here. *from 12noon daily

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Terms & Conditions

Booking Terms & Conditions

Book Direct with The Pilgrm and get all the best bits. When you book with The Pilgrm on our website, we offer our most competitive rates and other things that we believe will make a difference to your stay. To enable us to give you these great rates and little touches, all we ask is that you arrive and stay on the nights you’ve booked.

As a thank-you from us for booking direct you’ll gain the following benefits:

  • Privileged access to great offers from us and our partners that you won't find anywhere else
  • Best rates and terms you’ll find anywhere
  • Priority room allocation when you check-in online
  • Speedy future bookings with your online profile
  • Check-in and check-out online: no queues, no waiting, no fuss


We keep our rates simple and competitive and we’ll throw in special offers from time to time too. Choose from:

Pay Now: Our Best Rate

  • Best rates for your stay
  • Payment is taken from the supplied credit card within 24hours of booking
  • Change your booking for free online up to 3 days before arrival
  • Cannot be cancelled

Pay Later: Fully Flexible

  • Competitive rates with greater flexibility
  • Payment is taken from the supplied credit card within 1 day prior to arrival
  • Change or cancel your booking for free online up to 3pm the day before arrival

Specials Rates, Sales & Promotional Offers

  • Watch our website for special offers
  • Get additional discounts and free stuff
  • Payment will be taken from the supplied credit card within 24hours of booking unless otherwise stated at the time of booking
  • Cannot be amended or cancelled unless otherwise stated when booking*
  • We reserve the right to amend, change or withdraw our specials or promotional offers at any point
  • All promotional offers and specials are subject to availability 

Company Deals

If you're booking on a company rate:

  • Payment is not taken when you book but a credit card will be required
  • You can cancel up to 24 hours before your arrival date without charge
  • Additional special terms and benefits may also apply. Please refer to your company agreement held by your principal contact, or refer to the terms stated in your booking confirmation.

Prepayment of Bookings

If payment for your booking is rejected by you or your credit/debit card company, we reserve the right to cancel your reservation without notice. Should you then need to rebook, you can book again via our website and choose a rate and available room(s) at that time.

Buying Extras Online

You can add additional services when you book online, such as daily breakfast, cocktails in our lounge or even to bring your dog with you.

When you buy breakfast online, you’re getting a special rate which includes any breakfast menu item of your choice, including our full Pilgrm cooked breakfast or vegan breakfast options, as well as unlimited tea or filter coffee (when booking through our website), and fresh orange juice. Should you not purchase breakfast in advance online, you can make your choice each morning.

If your booking requires full payment when you book, payment for any extras will also be taken at that time. If your booking requires payment to be collected at a later date (but still ahead of your arrival) then payment for extras will be taken at that time.

Refunding Extras

If you booked your stay through our Pay Later: Fully Flexible rate, should you subsequently cancel your reservation within the required period to receive a refund, any paid-for extras which have not been consumed/delivered will be refunded to you within 7 days. This does not include Picnic Bags, which require a minimum of 72 hours notice ahead of your stay in order to be entitled to a refund. 

If you have booked your stay using our Book Now Pay Now non -refundable rate and choose to cancel your reservation, the full payment is held as a cancellation fee including any extras. 

Housekeeping Service

In keeping with our focus on sustainability and avoiding unnecessary waste, housekeeping will only service your room when added to your booking. For fresh towels, additional toiletries or anything else you might need, please contact the team via WhatsApp who will drop them off at your door. Our number is +44 7467 482433.

Online Check-In

Booking with The Pilgrm requires you to complete our online check-in process prior to arriving at the hotel. It takes less than two minutes and will allow us to prioritise your room and speed things up for you when you arrive. You can access the online check-in from our website and from your booking confirmation email as soon as you’ve booked.

Amending your Booking

Our PayNow and PayLater rates allow you to amend your booking as follows:

  • PAYNOW Rates - amend up to 3 days before arrival
  • PAYLATER Rates - amend or cancel up until 3pm the day before arrival

You’ll be charged any increase in rate for the new room and/or dates and you can take care of all the changes yourself on our website. Sorry, but bookings made under our Specials Rates, Sales or Promotional Offers are not eligible for amendments unless otherwise specified at the time of booking. Company rate bookings can be amended up to 24 hours before the arrival date.

Cancelling your Booking

Bookings made on our Pay Later rates are eligible for cancellation without charge, as long as you cancel by 3pm on the day before your arrival date. Cancel after 3pm on the day prior to your arrival date and the full booking value is charged as a cancellation fee.

Bookings on our PayNow are not eligible for cancellation. Should you cancel your PayNow booking, the full amount charged at the time of booking is retained as a cancellation fee.

Bookings on our Specials or promotional seasonal rates made through our website cannot be cancelled, unless otherwise stated at the time of booking and within the confirmation email. Should you wish to cancel your booking, you will be charged the full amount.  

If payment for your booking is subsequently rejected by you or your credit/debit card company, we reserve the right to cancel your reservation without notice. Should you then need to rebook, you can book again via our website and choose a rate and available room(s) at that time.

Bookings made via third parties and online travel agent websites will be subject to the booking terms and conditions agreed to by the guest and the third party.

Forget to arrive?

In the event you don’t arrive as planned, the prepaid amount will be held as the cancellation fee. If you’ve booked for two nights or longer, we’ll hold your room until 12noon the next day. Should we not hear from you by this time we’ll assume you’re not coming and the remaining nights will be released for others guests to book. Your prepaid amount will be held as the cancellation fee.

Long-Stay Bookings

We may contact you if you’ve booked more than 5 nights, just to verify everything with you. We may ask for additional information from you in order to retain your reservation with us.

Group Bookings

If you need to book 6 or more rooms, your booking may qualify for our special group rate. Please email your enquiry to booking@thepilgrm.com. Should we be able to accommodate your request, additional terms will apply but we also offer some extra benefits too. If we can accommodate your group, we may be able to offer you a special discount (we’ll confirm if we can) and in all cases the following will apply:

  • You will book the group yourself on our group booking page online
  • A credit card is needed to guarantee your group booking online
  • 50% payment is taken 28 days out (or at the time of booking if within 28 days of arrival)
  • 50% balance payment 7 days out (if booking within 7 days the full amount is charged when booking)
  • You can amend rooms/dates for free up to 7 days out online. Amendments within 7 days are treated as a cancellation and will be charged for as applicable
  • Rooms can be cancelled for free up to 28 days out online. Rooms cancelled 28-7 days out will have the deposit held as a cancellation fee. Rooms cancelled within 7 days are charged in full as a cancellation fee
  • Your group must remain at 6 or more rooms for the special inclusions to apply.

You need to make your booking online on our Groups booking page online. Please note that until you complete your group booking online, no rooms are held for you and availability of rooms for your group can change without notice.

Check In & Check Out Times

Check In Time is 3pm. Check Out Time is 12pm.


As long as we have the space in our storage room, we're happy to keep hold of your luggage for you.


Your key card must be returned to our team. If it is not returned, this will result in a £20 charge to the card provided. 

Pet Policy

Sorry but we do not allow pets at The Pilgrm except for dogs - see Dog Policy.

Dog Policy

Guide dogs are permitted free of charge. All other dogs are by prior arrangement at a rate of £30 per night, and confirmation from the hotel that your dog has been permitted to stay. The following applies to all confirmed dog guests:


  • Only one dog is allowed per room.
  • To bring your dog, there is an additional cost of £30 per night.
  • Maximum size of dog allowed is 10kg.
  • We only allow three dogs to stay overnight at any one time and your canine companion must be declared when you book.
  • Should we have reached our dog limit for your dates, we’ll contact you straight away to let you know. You’ll then have 24 hours to decide whether to still come but leave your dog at home, change your dates or cancel booking without charge. If we don’t hear from you by this time we will cancel your booking without charge.
  • You will be liable for any damage caused by your dog whilst staying with us. You may wish to take out insurance of your own to cover this.
  • We reserve the right to ask you to leave the hotel if your dog causes any discomfort to fellow guests.
  • Only three of our bedrooms are designated as 'dog-friendly'.

In Your Bedroom

  • Please do not leave your dog unattended in your room.
  • Please keep your dog off the bed and furniture at all times.
  • We suggest you bring a dog-bed or bedding with you.
  • We can provide a food bowl and water bowl on request.

Whilst at The Pilgrm

  • No dogs are allowed in our cafe or lounge, or wherever food is being served.
  • Always keep your dog on a lead when outside of your room and within the hotel.
  • Please ensure that you 'scoop-and-bin'. Londoner’s are very unforgiving of irresponsible dog owners and failure to comply may result in a fine to you by the local council or police.
  • Not everyone loves dogs as much as you so please be respectful of other hotel guests and keep your dog under your control at all times.
  • To avoid panic or stress, don’t allow your dog to approach other dogs or humans without an invitation.

Smoking Policy

The Pilgrm does not allow smoking anywhere on the premises. Guests who smoke in their rooms will be charged £250 as an additional cleaning fee and also by liable for any damage to their room.

Damage to our Property

We like our rooms and hotel to look good for all of our guests. If you cause damage to your room or any part of The Pilgrm, or remove items as souvenirs which are not included in your rate - such as our Marshall speaker, the TV or our art work - we'll charge your credit/debit card with the replacement value.


In  your room, you will find a selection of magazines to enjoy at your leisure during your stay. Should you wish to take these with you, please be aware you will be charged for the price of the magazine - this charge will be taken from the card details provided on arrival. 

Extra Beds & Child Cots

We can provide a cot free of charge - suitable for babies under 2 years. We don’t provide extra beds for our rooms.

Your room

Please note that all bedrooms at The Pilgrm are slightly different, therefore the images you see online will not always be an exact representation of the room you will be provided during your stay. Our size categories are clearly displayed on our website, with the images being reflective of these sizes. If you have any concerns regarding your room, please let our guest services team know as soon as possible straight after checking-in.

Loss of or Damage to YOUR Property

Under the Hotel Proprietors Act 1956, an hotel proprietor may in certain circumstances be liable to make good any loss of or damage to a guest’s property even though it was not due to any fault of the proprietor or staff of the hotel.

This liability however -
(a)extends only to the property of guests who have engaged sleeping accommodation at the hotel;
(b)is limited to £50 for any one article and a total of £100 in the case of any one guest, except in the case of property which has been deposited, or offered for deposit, for safe custody;
(c)does not cover motor-cars or other vehicles of any kind or any property left in them, or horses or other live animals.

This notice does not constitute an admission either that the Act applies to this hotel or that liability thereunder attaches to the proprietor of this hotel in any particular case.

A full copy of the Hotel Proprietors Act is available upon request.

Privacy Notice


The Pilgrm respects your privacy and is committed to protecting your personal information. This privacy notice will let you know how we look after your personal information generally as well as when you visit our website and tell you about your privacy rights and how the law protects you.

This privacy notice aims to give you information on how The Pilgrm collects and processes your personal information. It is intended to cover all of your rights and information required under applicable data protection laws including with effect from 25th May 2018 the General Data Protection Regulation (GDPR) and, once in force, the UK Data Protection Bill. We are continually aiming to improve our systems and processes so there may be some updates to this privacy notice from time to time.

It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

Who are we?

The Pilgrm is a trading name of New World Hospitality Limited which is the data controller and responsible for your personal information.

New World Hospitality Limited is an English company registered with company number 02939622 and its registered address at Regina House, 124 Finchley Road, London NW3 5JS.

When we refer to "The Pilgrm" "we", "us" or "our" in this privacy notice we are referring to the above. References to “website” or our “site” are to the sites or site operated by the above hotel and brand.

The Pilgrm hotel offers 4 star accommodation in central London.

What personal information do we collect about you?

We collect and process a range of personal information.

We collect certain information from you. This may be via our website (e.g. information that you provide by filling in forms on our website including information provided at the time of registering to use our site, subscribing to our site, posting material on our site or requesting further services), when you enter a competition, when you make a request or query whether by e-mail, via our website or on the telephone. You may provide some of this information directly to us whilst at our hotel.

This type of information is likely to fall into one of the following categories:

  • contact details (for example, last name, first name, telephone number, email)
  • personal information (for example, date of birth, nationality)
  • information relating to your spouse or other family members (for example, first name, date of birth, age) and other members of your party and/or participants at any event
  • your credit or debit card number (for transaction and reservation purposes)
  • your arrival and departure dates
  • your preferences and interests (e.g, in relation to dietary requirements, rooms etc.)
  • your views, opinions, questions and comments, during or following a stay in, visit to or event at one of our hotels including via any survey to which may choose to respond or via social media channels (see below for further information about this)
  • your transaction history including any discounts to which you may be entitled and rates that you have paid
  • details of any membership you may have to our loyalty scheme
  • records of your correspondence with us
  • details of your visit to our website and the resources you access
  • data entered on our website including non-submitted (or abandoned) data
  • your image when you visit or stay at our hotel where we frequently operate CCTV for your security and that of our staff and other guests

Some of the above may be provided to us via third party sources (i.e. from someone who is not part of The Pilgrm). For example:

  • you may choose to make a reservation via an online booking service (e.g. booking.com) or via an agent and they will need to pass certain information to us so that we can fulfill your request;
  • you may post reviews or other content via third party social media platforms and channels such as Twitter, Facebook, Tripadvisor, Instagram etc;
  • you may interact with us via social media channels.

We recommend that that you check the privacy notices and statements of any third parties that you provide information to as we are not responsible for the way in which they use, share or make available your personal information.

Sometimes we may collate information you have provided to us via multiple direct interactions with The Pilgrm and/or third party sources and/or the technical data referred to below so that we can use this to try to improve the services and information we provide to you.

We collect contact details from our suppliers in order to enable us to place orders with them, pay them, manage our relationships with them and fulfill our contracts with them.

Where we need to collect personal data by law, or under the terms of a contract we have with you and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with services). In this case, we may have to cancel a service you have requested from us but we will notify you if this is the case at the time.

What technical personal information do we collect about you?

As you interact with our website, we may automatically collect technical data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, server logs and other similar technologies. We may also receive technical data about you if you visit other websites employing our cookies. Please see our cookie policy below for further details.

Technical data may include:

  • internet protocol (IP) address
  • your login data
  • browser type and version
  • time zone setting and location
  • browser plug-in types and versions
  • operating system and platform and other technology on the devices you use to access our website
  • the previous website from you reached us.

Some technical data about you may be collected from third parties including those below:

  • analytics providers such as Google based outside the EU;
  • advertising networks; and
  • search information providers.

You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our websites may become inaccessible or not function properly.

How do we use your information?

The law requires us to ensure we have a lawful basis for processing your personal information. We only use your personal information when we believe it is lawful to do so. This is usually because it is necessary for:

  • the performance of a contract that you enter in to with us; and/or
    - For example, once we have accepted a booking from you, we will need some of your personal information to fulfill our obligations with regard to that booking.
  • our legitimate interests or those of a third party; and/or
    - For example, The Pilgrm has a legitimate interest in keeping in touch with its guests, customers and others who have shown an interest in our services.
  • Where we have collected your contact details in the process of a booking or similar, The Pilgrm is permitted to send you our email marketing messages under the Privacy and Electronic Communications Regulations (PECR) provided you have not said that you do not want us to do this. You will also be told how to say if you prefer not to receive these emails in every subsequent communication from us.
  • compliance with a legal obligation.
    - For example, sometimes we may be legally obliged to provide information to law enforcement agencies if we suspect fraudulent or criminal activity.

Sometimes, we may ask you to consent to our collection and use of certain of your personal information for certain purposes. Where this is the case, you can change your mind and withdraw your consent at any time by e-mailing us at dataprotection@thepilgrm.com.

In relation to direct marketing, you can always opt out of receiving this as described below.

Why do we use your details?

We use your personal information for the purposes listed below.

  • delivering our services to our guests and customers in relation to any hotel booking, visit or event including processing bookings and payments
  • managing activities related to any stay, visit or event at our hotels e.g. use of hotel services, access to rooms, guest conduct
  • fulfilling and responding to requests from you or made on your behalf
  • tailoring, developing, improving our hotel and related services
  • communications with you including:
  • marketing and promotional messages
  • sending and receiving surveys and analysis of the feedback received
  • providing information relating to offers, events and new services, new openings by The Pilgrm etc.
  • dealing with competition entries
  • reviewing feedback, comments and other posts on restaurant review sites and other social media platforms
  • operating our loyalty database and scheme
  • for our internal business management and operational purposes
  • ensuring content from our website is presented to you in the most effective manner for you and for your computer
  • protecting you, our other guests and visitors and our staff from crime
  • preventing or detecting unlawful acts.

Who do we share your personal information with?

Some third party service providers are engaged by The Pilgrm to assist in the provision of our services, the operation of our business and the running and maintenance of our systems. For example, when you make a payment to us this is frequently processed via a secure third party payment process provider.

When we use third party service providers, we disclose only the personal information that is necessary to deliver the service. We aim to ensure we have a contract in place that requires them to keep your information secure and not to use it for their own direct marketing purposes. If you would like a full list of the relevant service providers that we use please contact us dataprotection@thepilgrm.com.

If you request certain services at our hotels then again we may sometimes need to share certain of your personal details with anyone we engage to assist us in fulfilling your request.

We may release your information to third parties beyond the above only if we are required to do so by law (e.g. by a court order) or in connection with the prevention of fraud or other crime.

How can you opt out of receiving our marketing messages?

You can ask us to stop sending you marketing messages at any time by:

  • following the opt-out or manage your preferences links on any marketing message sent to you
  • contacting us at any time at dataprotection@thepilgrm.com.

Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us as a result of a booking or other transaction.

How do we protect the personal information you provide to us?

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

We regularly review procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.

How long will you keep my information?

We will not to keep your personal information in for any longer than is reasonably necessary for achieving the permitted purposes.

To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.

By law we have to keep certain basic information about our guests, customers and their transactions with us for certain specified periods of time.

Will you transfer my information overseas?

Personal information may sometimes be transferred outside of the European Economic Area (“EEA”) to other third party service providers and we will take steps to ensure that adequate protection is provided for that data as required under data protection laws.

What happens to your personal information on a change of control of our business?

In the event of a business change in control resulting from, for example, a sale to, or merger with, another entity, we may transfer your personal information to the new party in control.

What rights do I have in relation to my personal information?

You have the right to:

  • Request access to your personal data (commonly known as a "data subject access request"). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.
  • Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.
  • Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.
  • Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.
  • Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios: (a) if you want us to establish the data's accuracy; (b) where our use of the data is unlawful but you do not want us to erase it; (c) where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims; or (d) you have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it.
  • Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.
  • Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.
  • If you wish to make a formal request for information we hold about you or to make changes to the data we hold about you or to opt-out of being contacted for sales or marketing purposes then you can contact us at dataprotection@thepilgrm.com. You may also use these contact details to ask questions or raise concerns about the privacy policy

Our Cookie policy

Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to improve our site. By continuing to browse the site, you are agreeing to our use of cookies.

A cookie is a small file of letters and numbers that we store on your browser or the hard drive of your computer if you agree. Cookies contain information that is transferred to your computer's hard drive.

We use the following cookies:

  • Strictly necessary cookies. These are cookies that are required for the operation of our website. They include, for example, cookies that enable you to log into secure areas of our website, use a shopping cart or make use of e-billing services.
  • Analytical/performance cookies. They allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users are finding what they are looking for easily.
  • Functionality cookies. These are used to recognise you when you return to our website. This enables us to personalise our content for you, greet you by name and remember your preferences (for example, your choice of language or region).
  • Targeting cookies. These cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and the advertising displayed on it more relevant to your interests. We may also share this information with third parties for this purpose.

Please note that third parties (including, for example, advertising networks and providers of external services like web traffic analysis services) may also use cookies, over which we have no control. These cookies are likely to be analytical/performance cookies or targeting cookies.

You block cookies by activating the setting on your browser that allows you to refuse the setting of all or some cookies. However, if you use your browser settings to block all cookies (including essential cookies) you may not be able to access all or parts of our site.

Except for essential cookies, all cookies will expire after two years.

Changes to this privacy statement

This privacy policy was last updated in May 2018.

We may change or update this notice from time to time so please check this page occasionally to ensure that you’re happy with any changes. If we make material changes we will endeavour to notify clients and contacts.

How can you contact us and/or complain?

Our full details are:

Full name of legal entity: New World Hospitality Limited
Name of data privacy manager: Jason Catifeoglou
Email address: dataprotection@thepilgrm.com
Postal address: The Pilgrm, 25 London Street, London, W2 1HH

You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us first.

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