It 's a key question to consider when making a hotel booking - do you want a lot of everything or the best of a few things ? As Every Hotels launched its first venue in Piccadilly , London last week , it was clear that this kind of question provides the thinking behind its brand . To find out what guests really want , London-based hotel group glh conducted research over the last two years , most recently asking 4,000 adults globally what matters most when staying in a hotel . Each room at Every Hotels ' new location in Piccadilly boasts a Hypnos bed and a complimentary mini-bar . Top three were a great night 's sleep ( 86 per cent ) , no hidden extras ( 81 per cent ) and fast and efficient check-in ( 67 per cent ) . Turning its back on the traditional hotel rating system , Every Hotels is striving to meet the demands of guests looking for fully-equipped bedrooms in hotels without meeting rooms , spas or a plethora of restaurants and bars . The company has stripped back all the non-room features usually found in four-star hotels , and instead focuses on quality rooms and a personal service . The Piccadilly venture is the first to open in London , with sites in Hyde Park , Leicester Square and Bloomsbury next on the agenda . Every Hotels has opened its first London location in Piccadilly , with three others planned . MailOnline Travel stayed the night to see whether they 'd got the balance just right . Every Hotel Piccadilly offers modern , well-equipped rooms with Hypnos beds , Nespresso machines , complimentary mini-bar , free wifi , a great location , hosts genuinely knowledgeable about the local area and the opportunity to choose your room before you arrive . What strikes me is that senior executives involved with the project are very realistic ; in the sense that they recognise there are many restaurants and bars to choose from in central London , that tourists will spend most of their time walking around , and that most businessmen will have office meetings in offices . And so the focus is on the accommodation , the comfort , and having facilities that do n't force themselves onto guests . The company 's research showed them that 52 per cent of Brits wanted a Nespresso machine in the room . My deluxe room is spacious and bright with a clean and sharp finish . The complimentary mini-bar is a nice touch . With stunning views of the heart of London , yet with soundproofing giving a great night 's sleep , the rooms provide that well-deserved luxury after a day out traipsing the streets . The company 's research showed them that 52 per cent of Brits wanted a Nespresso machine in the room , and 41 per cent demanded a Smart TV - so these are standard throughout . Richard Sofer , CEO Every Hotels , said : 'What came out loud and clear was that guests wanted a great room with great tech , in a great location . 'What is really important to today 's guests , regardless of whether they are travelling for business or pleasure , is they do n't want any hidden surprises . 'So , not only is our wifi complimentary , but so are our mini-bars , Nespresso machines , printing facilities and in room entertainment . ' Rooms offer views of the heart of London , with soundproofing to ensure a great night 's sleep . You wo n't find just one person at the reception having to handle a queue of customers . Nor will you see members of staff who see their role as simply ' a job ' . Smiles are in abundance , from the moment I checked-in to when I ordered a beer from the bar . The staff are as excited as senior management to see how the new venue fares in an ultra-competitive market . Mike DeNoma , CEO of glh , added : 'We believe we conduct more research than anyone our size , we do this to help us better understand the modern traveller , who has a new set of expectations . ' The hotel is hoping its varied breakfast can set it ahead of its rivals in London . A delightful selection of fruit , breads and yoghurt compliments an extensive hot food selection . Crisp and steaming bacon , and wholesome sausages form the main part of the traditional fry-up . And as it 's all-you-can eat it would be rude not to fill up , right ? Every Hotels . Coventry Street , London . W1D 6BZ . 0871 376 9031. www.every-hotels.com .
Every Hotels has opened a new location in Bloomsbury in central London . The company has sites in Hyde Park and Piccadilly planned . Each room boasts a Hypnos bed , complimentary mini-bar and free wifi .