2025-11-04 14:30:47

Virgin Hotels London–Shoreditch has launched a dog TV channel to help soothe anxious pups during Bonfire Night — one of the most stressful evenings of the year for pets.

The “Calm for Canine” channel, available in all pet-friendly rooms, features relaxing scenes of dogs sprinting across fields and beaches, rabbits nibbling carrots, and red squirrels splashing in water — all set to calming classical music.

The footage uses blues, yellows, and greens, colours most visible to dogs, to keep furry guests captivated.

The initiative comes after new research by Virgin Red, the Virgin Group’s loyalty programme, found 87 per cent of dog owners avoid taking their pets into cities during fireworks displays.

Two-thirds said they “dread” November 5 because of how frightened their pets become.

A Virgin Hotels spokesperson told The Sun: “Fireworks night causes great nervousness for our four-legged friends and their owners, especially in cities like London.

“That’s why we’ve gone the extra mile to ensure our furry guests can come and live a VIP lifestyle with us on any day of the year.”

The hotel’s canine offering also includes a luxury pet menu, with scampi fries and chicken-flavoured “bark brew” dog beer. “We don’t just allow pets — we spoil them,” the spokesperson added.

The survey of 1,000 dog owners revealed that 73 per cent said loud bangs trigger anxiety in their pets, while nearly a third said their dogs bark excessively throughout the night. One in six said their pet tries to run away.

To help keep dogs calm, 55 per cent of owners said they offer cuddles and attention, 53 per cent stay at home with them, and 41 per cent walk them early to avoid outdoor fireworks.

Virgin’s new channel aims to help pets — and their owners — rest easy amid the chaos.

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