Dirt cheap
Location counts tremendously in London. You should know how you're going from the airport and try to get something nearer to the tube or attractions, many hotels that are not chains have very small rooms to European standards . You should check out the room sizes on several of the websites as well as making sure they have elevators and a breakfast room. Also we like to have availability of a supermarket / food store nearby if we want to eat in our room and some people do not appreciate English food.
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