I have stayed a couple of times because I like the location:

• Underground nearby (Leicester Square, Charing Cross)
• lots of buses at Trafalgar Square
• very lively area
• easy walk to St. James, Soho, Covent Garden
• Starbucks across the street for a quick breakfast

Other than the room I did not use any hotel services. It is not a "Luxury Hotel" in any way. The rooms were quite good (if you like the clean white design, floor-to-ceiling windows). Go for the larger rooms (Deluxe/Studio/Loft/...), even though it is hard to understand how their room categories work. Other guests were mostly tourists apparently attracted by the design. If you get a decent rate, give it a try. If not go somewhere else. I found nothing wrong with it as a convenient place to stay in this area.