Virgin Hotels London Shoreditch has introduced a new set of pet‑friendly facilities aimed at making stays with dogs more comfortable and welcoming. The additions comprise an in‑room television channel tailored for dogs and a dedicated dog dining menu — both designed with the comfort and needs of canine guests in mind.
Central to the initiative is the launch of “Calm for Canine”, a hotel TV channel curated to help dogs settle more easily in an unfamiliar environment. The channel features soft classical music accompanied by tranquil nature footage and colour palettes that experts associate with stress reduction in animals. The hotel states this is meant to “create a more peaceful stay for both dogs and their owners during overnight visits.”
Recognising that food can also be a source of comfort away from home, the hotel has introduced the “Bone Appetite” menu, developed by Executive Chef Barry Vera as a tribute to his late dog, Rocks. The menu aims to mirror the hotel’s culinary standards for human guests, offering simple yet high‑quality dishes for dogs. Options available to canine diners include Fillet Steak & Rice, Raw Beef Tartare, and Rocks Frozen ‘Pop’ Treats made from organic yoghurt and banana.
To complement the food offerings, the hotel has devised a selection of dog‑appropriate drinks. These include “Bark Brew Dog Beer” and a playful take on one of the hotel’s signature cocktails: the “Paw Star Dog Martini.” According to the hotel, these beverages are intended to contribute to a relaxed and enjoyable stay for four‑legged guests.
The launch of “Calm for Canine” and the Bone Appetite menu forms part of the Virgin Hotels London Shoreditch broader commitment to providing a pet‑friendly environment. By offering both sensory comfort — through calming audio‑visual content — and carefully considered nutrition, the hotel aims to ensure that pets receive comparable attention to their human companions during stays.
While many hotels offer basic acceptance of pets, the move by Virgin Hotels London Shoreditch represents a more comprehensive approach to accommodating dogs. The combination of a dedicated dog channel and a curated food and drink menu underscores an effort to treat pets as valued guests, rather than simply tolerated companions.
Guests with dogs staying at the hotel can request access to the “Calm for Canine” channel and order meals from the Bone Appetite menu at check‑in or via room service. The hotel encourages early notification of pet stays, to ensure proper preparation for both in‑room amenities and dining orders.
Pet owners who frequently travel to London, or who seek accommodation where their dogs are genuinely welcomed, may find these additions particularly useful. The changes may also set a precedent for other city‑centre hotels aiming to better serve guests travelling with pets.
Publisher of Hospitality and Leisure News, 365 Retail, Retail Source and organiser of the Creative Retail Awards.
