London's original boutique hotels, one close-knit team.

The brand

London’s original boutique hotel, refreshed for a new era.

The Zetter is a collection of boutique luxury lifestyle hotels rooted in timeless imperfection. There is a hidden oasis in Clerkenwell, an elegant Georgian townhouse in Marylebone and its newest hotel in Bloomsbury, steps from the British Museum. Each comes with a parlour of its own.

Through it all runs the same spirit: service that is warm, attentive and never scripted, with a dash of unapologetic British eccentricity.

What they use All Gravy for

One app for the whole Zetter team.

The Zetter uses All Gravy to keep its team connected across its hotels and parlours. News and updates go out in one feed, so every house hears the same story.

Training lives in the same place. The team learns on their phone with courses and quizzes, whichever house they work in.

And the AI Assistant answers questions from The Zetter’s own handbooks, so the team gets a quick answer, any time of day.

What the numbers show

A close-knit team, learning a lot.

• 6 in 10staff opened the app in the last 30 days
• 100+people learning in the app
• 750+courses completed in 90 days

More than 100 people learned in the app over the last 90 days and completed over 750 courses between them. That is several courses per person, in a quarter.

What’s next

Next stop, Amsterdam.

Amsterdam 717, The Zetter’s first property in Europe, opens in December 2026. The new team can join the same app as London, with the same training and the same answers from their first day. One spirit, now in two cities, which is exactly what a growing hotel group needs.