The hotel is located in the centre of Birmingham, right next to New Street Station and just 250 metres from the Bullring shopping centre.
The property is close to many local attractions, including the Birmingham Hippodrome Theatre, ICC, NIA, NEC, Bullring Shopping Centre, the Brindley Place district, Birmingham Botanical Gardens, Cadbury World chocolate factory, Aston University and the famous Broad Street, home to Symphony Hall, as well as numerous shops, cultural attractions, bars, restaurants and entertainment venues.