Virgin Hotels London Shoreditch has introduced a canine relaxation channel and a chef-crafted dog menu designed to soothe anxious pets and elevate their stay. Olivia Palamountain reports

Virgin Hotels London Shoreditch is extending its hospitality to canine companions with the launch of a dog-friendly dining menu and an in-room relaxation channel tailored to pets.

The offering is designed to ease anxiety during peak firework season, when many dogs struggle with noise sensitivity - think Bonfire Night or New Years Eve celebrations. According to survey data from Virgin Red, two-thirds of dogs experience anxiety around fireworks, while one in ten display signs of aggression, underscoring the growing need for pet-friendly wellbeing solutions.

To help pups settle in, the hotel has unveiled “Calm for Canine”, an in-room TV channel featuring soothing nature footage, soft classical music and tranquil soundscapes. The visuals and audio have been selected to mirror colours, rhythms and frequencies shown to reduce stress in dogs, offering a comforting backdrop for both pets and their owners during overnight stays. Alongside the channel, the hotel is also debuting a dedicated “Bone Appétit” dog menu, created by executive chef Barry Vera in honour of his late dog, Rocks. The menu elevates pet dining with dishes such as fillet steak with rice, raw beef tartare with grated carrot and peas, and a Caesar-style chopped chicken and vegetable salad.

Sweet options include a frozen yoghurt and banana “pop” treat inspired by Rocks, alongside homemade oat cookies and dog-friendly ice cream. Drinks range from a chicken-flavoured “Bark Brew” to a playful “Paw Star Dog Martini”, echoing the hotel’s signature cocktails.Available to all “Very Important Pups” staying at the property, the initiative reinforces a broader shift in hospitality towards pet-inclusive travel, where comfort and care for animals form part of a holistic guest experience.