Guidelines is one the UK’s leading providers of private sightseeing tours for individuals and small groups to London’s top hotels, and has been for over 25 years. We are a small, family run business, staffed with experienced Londoners. We have vast experience dealing with exacting clients from all over the world, but especially with North American visitors. Please meet our team below.
We have a dedicated team of over 30 of the very best – and friendliest — driver-guides and walking guides in London, all of them hand-picked for their love of Britain, their knowledge, and their professionalism. Why not meet some of our guides?
Our tour itineraries are always flexible, timed and tailored to your exact needs — if you don’t see exactly what you have dreamt of here, please get in touch to discuss your day with us.
We are certain that a tour with Guidelines will greatly enhance your enjoyment and understanding of Britain — our heritage and our way of life. We look forward to hearing from you, and helping you create some unforgettable memories.
Meet the Team
We are a small, family run business, owned by Maggie Rogers, who has unparalleled connections with the concierge world and the tourist industry.
Maggie Rogers, Founder
Maggie founded Guidelines in 1987 after working for another tour company and realised that there was a place in the market for Private Guided tours. Whilst offering a full service to the Concierge teams in booking and advice, the company has gained an enviable reputation for service excellence. She has maintained and adapted the company over the past 30 years to keep it at the very forefront of London’s luxury visitor experience.
George Murray, Managing Director
George joined in January 2016 after 35 years in the 5* hotel business and the last 20 years as the Head Concierge at the Four Seasons Park Lane. He has vast experience dealing with exacting clients from all over the world, especially with North American visitors.
Frankie Youell, Office Manager
Frankie became a full time employee in January 2018 after working as a summer intern in 2015 and 2017. She graduated from the University of Edinburgh in July 2017 with a degree in Spanish and History of Art. Her passion for culture and travel combined with her experience of growing up in this amazing city makes her a real asset to Guidelines.
Caroline Hagan, Sales and Operations Assistant
Caroline joined Guidelines in 2011 and works part-time. Also a Londoner, with a background working in the travel industry, she enthusiastically aims to make your time in London as memorable as possible.
All of our cars and mini-coaches are modern, comfortable and correctly insured.
Guides speaking most European languages are available for a small additional fee. Tour guides speaking Japanese, Chinese and Russian are also available.
We are very happy to help visitors with special requirements or disabilities, and can advise on the accessibility of venues and sites to those with limited mobility. If you have any particular requests, do please contact us.
"The trip of our lives" Guidelines tours was superb in every way! On our second day in London, we hired them for a day-long tour of Stonehenge and Bath. Our tour guide (Simon) was deeply knowledgeable, and had an intuitive sense of the kinds of nearby attractions that we would find interesting (e.g., we stopped for lunch at a pub at the center of a mile-wide henge called Avebury henge - where you can actually walk up and touch the stones). We loved our first tour so much that we requested a second tour later in the week: this time to Bletchley Park ( where the WWII German Enigma ‘code’ was broken) and Cambridge for ‘punting’ on the River Cam (a punt is a flat-bottomed gondola). I am so grateful to Simon for being such a wonderful, interesting, and accommodating guide for me, my husband, and mother (87 years old). It was really a trip of a life time! Thank you Guidelines - we'll be back! Visited March 2017Trip Advisor ek4159
"Highly Reccomend" We hired Guidelines to Britain to take us on a tour of Oxford, Blenheim Palace, and the Cotswold Countryside. It exceeded expectations. Our guide Tom was incredibly knowledgeable and went the extra mile to make our trip customized for our family—like showing us an off-the-beaten-track spot where they filmed Harry Potter, to showing us locations used in Downton Abbey. Tom clearly loves what he does and we benefited from his enthusiasm about British history. What a fabulous and memorable day!! Visited March 2017Trip Advisor Frani H
"Working with Guidelines to Britain was a true pleasure from beginning to end. They were very helpful in arranging an itinerary that was age and length appropriate for our family. Sam was our guide and he was not only, nice, knowledgeable and fun, but extremely creative also. He turned a typical cloudy and rainy London day into a cheerful and bright experience, minus the picnic!"Trip Adisor tammyattias