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Expedia's Secret Hotel Deals - Breaking the Trade Descriptions Act
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There are bargains to be had at 'named chains' if you look hard enough. I tend to pay no more than £30 whenever I stay in London (every couple of months).
Over the past year these have been Premier Inns (£29), Ramada (£20 newspaper offer - I booked 6 nights at various dates and hotels), Crowne Plaza Kensington (£20.12 offer) and good old Travelodge (£19).
Of course, if you can't be as flexible or able to commit to particular dates many months in advance then they're a lot pricier.
Also, I TripAdvise everywhere I stay and tend to a give 4 or 5 rating as I'm getting the rooms so cheap ;-)0
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