First of all, if you look at PRICELINE's regular hotel product, they are offering the 4* Doubletree Hotel Westminster for $152/night, including free breakfast AND free wi-fi (both of which can be quite costly at hotels). So going to $200 is absolutely not necessary. This hotel is south of the river, but other hotels in the Westminster zone are south of the river too (and you might win this one with a PRICELINE bid). This hotel is non-refundable, and the deal may go away, but for the time being, I would personally limit my bids to no more than about $100 or at most $110, given that this hotel is an option. If you don't want to be south of the river, and also want to ensure a convenient location, stick to Mayfair, but it may be very costly. I like the Bloomsbury zone, but the north part is not as convenient (I'd be fine with it, though, and also with the location of the Doubletree Westminster).