People are paying it, especially in big cities and especially on a Saturday night. Demand- and therefore prices- is very strong in London. It might be £870 for a Premier Inn for 4 nights but the Crowne Plaza at King’s Cross is often charging £300 a night now. Same with the Hilton at Angel, which always used to be fairly sensibly priced as one of the weaker Hiltons in London.
I still think Premier Inn is generally good value, but not always. It pays to shop around.
That’s what happens when almost all of the hotel chains use dynamic pricing. People pay the high prices, especially in London with foreign tourists, and the prices will continue to rise to even higher levels. Chains such as Premier Inn are no longer charging budget hotel prices. If they can get even more money by upgrading rooms to Premier Plus, and these rooms prove to be popular, they will. I enjoy a few days in London, but in recent years these stays have mostly been during January or February which seem to be the lowest priced months.
Most of my hotel stays are for short breaks of between 3 and 7 nights. When deciding where to stay my first choice always used to be a Premier Inn within a short walk of a railway station. These days Premier Inn, because of their often high prices for what you get, it is often my last choice for if I can’t find anywhere else better. When considering large chains I now tend to look at IHG and Accor before I consider Premier Inn or Travelodge. Sometimes it is possible to get a room in somewhere like a Holiday Inn, Crowne Plaza, Novotel etc at comparable prices to the so called budget hotels.
Independent hotels are often the best value at popular times because they have set prices for each night and don’t operate a dynamic pricing system. I think you just have to be careful to read lots of Tripadvisor and Booking.com reviews before selecting an independent hotel but some of them are good quality in comparison to the budget chains. Best Western do have some appallingly dire hotels but many of their hotels are very good and quite competitively priced. I’ve always done plenty of research and have stayed in some exceptionally good Best Western Hotels and their reward scheme is quite good too for getting reduced prices, room upgrades and points towards free nights.
Returning to the subject of Premier Inn staffing. Many Premier Inn hotels I stayed at in the past used to have a number of older experienced staff members who had obviously worked there for a number of years. There was regularly one of these older staff members supervising breakfast and they were usually very friendly and helpful, often real characters who enjoyed their job, and they knew guests who stayed there regularly. I know many of these were perhaps approaching retirement age, but since the Covid lockdowns they no longer seem to be there. Premier Inn appear now to have far less staff and they are mostly young and less experienced.