Thanks Newbie! As far as areas that I am targeting in my quest for a winning bid, Chelsea, Kensington, Westminster, SoHo, Notting Hill, and Bloomsbury. I haven't won a bid thus far and have gone as high as 135, adding a new area each time. Hence my seeking help in a strategy for a *4 star in London. Not sure if it makes sense to add *3 star at some point (I'd want to lower my bid price when doing that however) because I have had experiences in London with a couple of hotels, that were pretty bad. Again, thanks everyone for their input. Also, can anyone speak to how successful they've been in bidding on hotels in other european areas that are smaller cities (outside of london, paris, rome, madrid, etc.) Just curious to how it all works with priceline and these hotels. Thanks again!