Registered number: 01690203
COMPANY INFORMATION
CONTENTS
STRATEGIC REPORT
FOR THE YEAR ENDED 31 DECEMBER 2025
The results for the 12 months and the financial position of the Company are shown in the financial statements.
Following 4 years of detailed planning, design and construction the hotel refurbishment was finally completed by end of February 2025. Following completion, the hotel was rebranded as The Memoir Club. As the look and feel of the hotel has been upgraded to Upper 4* standard the newly branded hotel would be well positioned within the lifestyle segment.
Total Hotel Revenue increased from £5,856,527 in 2024 to £6,471,893 in 2025 an increase of 10.50%. Key reason for this increase was the completion of the refurbishment and new marketing and positioning of the hotel. Moreover, compared to the previous year where certain floors were closed due to the ongoing refurbishment, the hotel was fully operational from March 2025 with all floors open.
ARR (Average Room Rate) increased by 4.6%, Revpar decreased by 3.1% and Occupancy decreased by 5.7% in 2025 compared to 2024. Whilst Revpar decreased in 2025, total accommodation revenue increased by 12.9% due to the return to being fully operational from March 2025.
During the year the Company continued to take steps to reduce costs wherever possible. However, from April 2025 the Government increased Employers NI contribution rate from 13.8% to 15%, lowered threshold for Employer NI contribution and increased National Living Wage by £0.77p from £11.44 to £12.21 per hour. All these payroll increases had an impact on overall operational costs.
As a result, operating profit (profit before interest and tax) of £674,922 was generated during the year 2025 compared to a profit of £792,178 in the previous year 2024.
Full cost of hotel refurbishment was carried out from company own cash reserves. Even then cash at bank, in hand and investment assets increased from £4,215,438 to £4,509,912 in 2025. Total cost of refurbishment came to circa £7 million spread across a few years.
The average monthly number of employees (including directors) was 56 compared to 58 in the previous year.
The Board would like to thank all its staff for their loyalty and support during 2025 and continuing into 2026.
Total Hotel Revenue increased from £5,856,527 in 2024 to £6,471,893 in 2025 an increase of 10.50%. Key reason for this increase was the completion of the refurbishment and new marketing and positioning of the hotel. Moreover, compared to the previous year where certain floors were closed due to the ongoing refurbishment, the hotel was fully operational from March 2025 with all floors open.
ARR (Average Room Rate) increased by 4.6%, Revpar decreased by 3.1% and Occupancy decreased by 5.7% in 2025 compared to 2024. Whilst Revpar decreased in 2025, total accommodation revenue increased by 12.9% due to the return to being fully operational from March 2025.
During the year the Company continued to take steps to reduce costs wherever possible. However, from April 2025 the Government increased Employers NI contribution rate from 13.8% to 15%, lowered threshold for Employer NI contribution and increased National Living Wage by £0.77p from £11.44 to £12.21 per hour. All these payroll increases had an impact on overall operational costs.
As a result, operating profit (profit before interest and tax) of £674,922 was generated during the year 2025 compared to a profit of £792,178 in the previous year 2024.
Full cost of hotel refurbishment was carried out from company own cash reserves. Even then cash at bank, in hand and investment assets increased from £4,215,438 to £4,509,912 in 2025. Total cost of refurbishment came to circa £7 million spread across a few years.
The average monthly number of employees (including directors) was 56 compared to 58 in the previous year.
The Board would like to thank all its staff for their loyalty and support during 2025 and continuing into 2026.
Skilled staff shortages in the hospitality industry continues to affect recruitment in all areas of hotel operations. This in turn is driving up wages costs.
Current conflict in Middle East is creating a lot of uncertainties and apprehension among travellers. Its effect particularly on energy cost for household consumers as well as businesses is a cause for concern. It will directly affect overall inflation and add further risk to BoE meeting its 2% target. As a result, it will make interest rate cut less likely. Prolonged conflict will dampen UK growth, the effects of which will be felt for a number of years.
Furthermore, due to current geopolitical events and their effects on the broader economy it will directly impact travellers’ cost-of-living and their ability to continue prioritising trips, holidays and eating out experiences.
Despite these concerns the directors are confident the Company will see the benefits of hotel refurbishment which will improve its performance in all areas of operation. A key ongoing challenge is the repositioning of the hotel into the lifestyle segment. The Company has adequate resources to continue in operational existence for the foreseeable future.
Current conflict in Middle East is creating a lot of uncertainties and apprehension among travellers. Its effect particularly on energy cost for household consumers as well as businesses is a cause for concern. It will directly affect overall inflation and add further risk to BoE meeting its 2% target. As a result, it will make interest rate cut less likely. Prolonged conflict will dampen UK growth, the effects of which will be felt for a number of years.
Furthermore, due to current geopolitical events and their effects on the broader economy it will directly impact travellers’ cost-of-living and their ability to continue prioritising trips, holidays and eating out experiences.
Despite these concerns the directors are confident the Company will see the benefits of hotel refurbishment which will improve its performance in all areas of operation. A key ongoing challenge is the repositioning of the hotel into the lifestyle segment. The Company has adequate resources to continue in operational existence for the foreseeable future.
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STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Future developments
Looking ahead into the next financial year, the directors will continue to make investments in the hotel infrastructure and its operations to improve its performance and to compete effectively in upper 4* hotel market.
Looking ahead into the next financial year, the directors will continue to make investments in the hotel infrastructure and its operations to improve its performance and to compete effectively in upper 4* hotel market.
This report was approved by the board and signed on its behalf.
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DIRECTORS' REPORT
FOR THE YEAR ENDED 31 DECEMBER 2025
The Directors present their report and the financial statements for the year ended 31 December 2025.
The Directors are responsible for preparing the Strategic report, the Directors' report and the financial statements in accordance with applicable law and regulations.
In preparing these financial statements, the Directors are required to:
∙select suitable accounting policies for the Company's financial statements and then apply them consistently;
∙make judgments and accounting estimates that are reasonable and prudent;
∙prepare the financial statements on the going concern basis unless it is inappropriate to presume that the Company will continue in business.
The Directors are responsible for keeping adequate accounting records that are sufficient to show and explain the Company's transactions and disclose with reasonable accuracy at any time the financial position of the Company and to enable them to ensure that the financial statements comply with the Companies Act 2006. They are also responsible for safeguarding the assets of the Company and hence for taking reasonable steps for the prevention and detection of fraud and other irregularities.
The profit for the year, after taxation, amounted to £583,909 (2024 -£755,595).
Dividends of £250,000 (2024 - £250,000) were declared during the year.
The Directors who served during the year were:
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DIRECTORS' REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
The auditors, Menzies LLP, will be proposed for reappointment in accordance with section 487 of the Companies Act 2006.
This report was approved by the board and signed on its behalf.
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INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF GUIDEZONE LIMITED
We have audited the financial statements of Guidezone Limited (the 'Company') for the year ended 31 December 2025, which comprise the Statement of comprehensive income, the Statement of financial position, the Statement of cash flows, the Statement of changes in equity and the related notes, including a summary of significant accounting policies. The financial reporting framework that has been applied in their preparation is applicable law and United Kingdom Accounting Standards, including Financial Reporting Standard 102 ‘The Financial Reporting Standard applicable in the UK and Republic of Ireland' (United Kingdom Generally Accepted Accounting Practice).
In auditing the financial statements, we have concluded that the Directors' use of the going concern basis of accounting in the preparation of the financial statements is appropriate.
Based on the work we have performed, we have not identified any material uncertainties relating to events or conditions that, individually or collectively, may cast significant doubt on the Company's ability to continue as a going concern for a period of at least twelve months from when the financial statements are authorised for issue.
Our responsibilities and the responsibilities of the Directors with respect to going concern are described in the relevant sections of this report.
The other information comprises the information included in the Annual Report other than the financial statements and our Auditors' report thereon. The Directors are responsible for the other information contained within the Annual Report. Our opinion on the financial statements does not cover the other information and, except to the extent otherwise explicitly stated in our report, we do not express any form of assurance conclusion thereon. Our responsibility is to read the other information and, in doing so, consider whether the other information is materially inconsistent with the financial statements or our knowledge obtained in the course of the audit, or otherwise appears to be materially misstated. If we identify such material inconsistencies or apparent material misstatements, we are required to determine whether this gives rise to a material misstatement in the financial statements themselves. If, based on the work we have performed, we conclude that there is a material misstatement of this other information, we are required to report that fact.
We have nothing to report in this regard.
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INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF GUIDEZONE LIMITED (CONTINUED)
In our opinion, based on the work undertaken in the course of the audit:
∙the information given in the Strategic report and the Directors' report for the financial year for which the financial statements are prepared is consistent with the financial statements; and
∙the Strategic report and the Directors' report have been prepared in accordance with applicable legal requirements.
In the light of the knowledge and understanding of the Company and its environment obtained in the course of the audit, we have not identified material misstatements in the Strategic report or the Directors' report.
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INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF GUIDEZONE LIMITED (CONTINUED)
Our objectives are to obtain reasonable assurance about whether the financial statements as a whole are free from material misstatement, whether due to fraud or error, and to issue an Auditors' report that includes our opinion. Reasonable assurance is a high level of assurance, but is not a guarantee that an audit conducted in accordance with ISAs (UK) will always detect a material misstatement when it exists. Misstatements can arise from fraud or error and are considered material if, individually or in the aggregate, they could reasonably be expected to influence the economic decisions of users taken on the basis of these financial statements.
Irregularities, including fraud, are instances of non-compliance with laws and regulations. We design procedures in line with our responsibilities, outlined above, to detect material misstatements in respect of irregularities, including fraud. The extent to which our procedures are capable of detecting irregularities, including fraud is detailed below:
The Company is subject to laws and regulations that directly affect the financial statements including financial reporting legislation. We determined that the following laws and regulations were most significant including:
∙Companies Act 2006;
∙Financial Reporting Standard 102;
∙Employment legislation; and
∙Tax legislation.
We assessed the extent of compliance with these laws and regulations as part of our procedures on the related financial statement items.
We understood how the Company is complying with those legal and regulatory frameworks by making inquiries to management and those responsible for legal and compliance procedures. We corroborated our inquiries through our review of relevant documentation.
The engagement partner assessed whether the engagement team collectively had the appropriate competence and capabilities to identify or recognise non-compliance with laws and regulations. No issues were identified in this area.
We assessed the susceptibility of the Company’s financial statements to material misstatement, including how fraud might occur. Audit procedures performed by the engagement team included:
∙Identifying and assessing the design effectiveness of controls management has in place to prevent and detect fraud;
∙Understanding how those charged with governance considered and addressed the potential for override of controls or other inappropriate influence over the financial reporting process; and
∙Identifying and testing journal entries, in particular any journal entries posted with unusual account combinations.
As a result of the above procedures, we considered the opportunities and incentives that may exist within the organisation for fraud and identified the greatest potential for fraud would be the posting of unusual journals and complex transactions.
Because of the inherent limitations of an audit, there is a risk that we will not detect all irregularities, including those leading to a material misstatement in the financial statements or non-compliance with regulation. This risk increases the more that compliance with a law or regulation is removed from the events and transactions reflected in the financial statements, as we will be less likely to become aware of instances of non-compliance. The risk is also greater regarding irregularities occurring due to fraud rather than error, as fraud involves intentional concealment, forgery, collusion, omission or misrepresentation.
A further description of our responsibilities for the audit of the financial statements is located on the Financial Reporting Council's website at: www.frc.org.uk/auditorsresponsibilities. This description forms part of our Auditors' report.
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INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF GUIDEZONE LIMITED (CONTINUED)
This report is made solely to the Company's members, as a body, in accordance with Chapter 3 of Part 16 of the Companies Act 2006. Our audit work has been undertaken so that we might state to the Company's members those matters we are required to state to them in an Auditors' report and for no other purpose. To the fullest extent permitted by law, we do not accept or assume responsibility to anyone other than the Company and the Company's members, as a body, for our audit work, for this report, or for the opinions we have formed.
for and on behalf of
Chartered Accountants
Statutory Auditor
95 Gresham Street
City of London
London
EC2V 7AB
26 May 2026
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STATEMENT OF COMPREHENSIVE INCOME
FOR THE YEAR ENDED 31 DECEMBER 2025
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STATEMENT OF FINANCIAL POSITION
AS AT 31 DECEMBER 2025
The financial statements were approved and authorised for issue by the board and were signed on its behalf on 20 May 2026.
The notes on pages 14 to 23 form part of these financial statements.
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STATEMENT OF CHANGES IN EQUITY
FOR THE YEAR ENDED 31 DECEMBER 2025
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STATEMENT OF CASH FLOWS
FOR THE YEAR ENDED 31 DECEMBER 2025
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ANALYSIS OF NET DEBT
FOR THE YEAR ENDED 31 DECEMBER 2025
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
Guidezone Limited is a private limited company, limited by shares, incorporated in England and Wales. The registered office is The Memoir Club, 12 Upper Woburn Place, London, WC1H 0HX.
2.Accounting policies
The financial statements have been prepared under the historical cost convention unless otherwise specified within these accounting policies and in accordance with Financial Reporting Standard 102, the Financial Reporting Standard applicable in the UK and the Republic of Ireland and the Companies Act 2006.
The preparation of financial statements in compliance with FRS 102 requires the use of certain critical accounting estimates. It also requires management to exercise judgment in applying the Company's accounting policies.
The following principal accounting policies have been applied:
The Company has strong cash reserves and the directors therefore believe the Company has sufficient resources to continue in operational existence for the foreseeable future, being at least twelve months from the date of approval of the financial statements. Thus the directors continue to adopt the going concern basis of accounting in preparing the financial statements.
Turnover represents amounts receivable for the provision of accommodation and other ancillary services and also the sale of food and beverages in the restaurant net of VAT and trade discounts.
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
2.Accounting policies (continued)
Depreciation is charged so as to allocate the cost of assets less their residual value over their estimated useful lives.
Depreciation is provided on the following basis:
The assets' residual values, useful lives and depreciation methods are reviewed, and adjusted prospectively if appropriate, or if there is an indication of a significant change since the last reporting date.
Gains and losses on disposals are determined by comparing the proceeds with the carrying amount and are recognised in profit or loss.
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
2.Accounting policies (continued)
Stock is stated at the lower of cost and net realisable value.
At each reporting date, an assessment is made for impairment. Any excess of the carry amount of stock over its estimated selling price less costs to complete and sell is recognised as an impairment loss in profit or loss. Reversals of impairment losses are also recognised in profit or loss.
At each reporting date, an assessment is made for impairment. Any excess of the carry amount of stock over its estimated selling price less costs to complete and sell is recognised as an impairment loss in profit or loss. Reversals of impairment losses are also recognised in profit or loss.
Provisions are measured as the best estimate of the amount required to settle the obligation, taking into account the related risks and uncertainties.
The Company only enters into basic financial instrument transactions that result in the recognition of financial assets and liabilities like trade and other debtors and creditors, loans from banks and other third parties, loans to related parties and investments in ordinary shares.
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
Analysis of turnover by country of destination:
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
At 31 December 2025, the Company had unused tax losses amounting to £1,916,444 (2024 - £2,541,405) available to be carried forward against future taxable profits. A deferred tax asset has been recognised in respect of these losses. The Company expects to utilise the deferred tax asset over the next two years.
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
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NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
The revaluation reserve comprises the cumulative effect of revaluations of freehold land and buildings which were revalued to fair value at each reporting date until the adoption of FRS 102 when the Company elected to continue to hold its freehold land and buildings at cost less depreciation.
Capital redemption reserve
The capital redemption reserve records the nominal value of shares repurchased by the Company.
Profit and loss account
The profit and loss account records retained earnings and accumulated profits.
The Company operates a defined contribution pension scheme. The assets of the Company are held separately from those of the Company in an independently administered fund. The pension cost charge represents contributions payable by the Company to the fund and amounted to £32,750 (2024 - £29,487).
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