MAJOR hotels chains in Barrow have faced scrutiny for increased their prices for the return of Dave Day 2025 as thousand of visitors are set to arrive in the town next year
The dates were revealed this week after the success of the first event in June when bikers drove in a convoy to Cumbria in memory of Barrow-born Dave Myers.
The celebrity chef and beloved Hairy Biker died in February after battling cancer.
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Dave Day 2025 will take place over two days with celebrations on the weekend of June 21/22 with hotel rooms at the local major hotel chains increasing for the Saturday of the event.
Hotels increase prices around events to capitalize on high demand and maximize revenue. This practice is known as dynamic pricing or price skimming.
This has largely been met with disapproval in the Dave Day: I'm having a Dave Day Facebook group.
One commenter posted: "Not sure if I'm coming next year. Loved it this year but just checked the travel lodge and it's gone up from £90 a night yesterday to £212 a night today.
"If all hotels have done that, I'm either out or will not be stopping in Barrow."
Within the 141 comments, some say they managed to get a good dealt at Holiday Inn Express, Travelodge and Premier at the time they booked however it appears the prices have now gone up for the Saturday for all.
Fri 20th Jun 25 £47.99
Sat 21st Jun 25 £218.99 flex £268.99
Sun 22nd Jun 25 £40.99
Total £307.97
The corresponding days the week before are £44.99, £65.99, £34.99 totalling £145.97.
The corresponding days the week after are £45.99, £64.99, £35.99 totalling £146.97.
Double room:
Fri, June 20 2025 £64
Sat, June 20 2025 £178
Sun, 22 June 2025 £64
The corresponding days the week before are: £61, £87, £59
The corresponding days the week after are: £61, £87, £59
Standard room £125 per night
Double Standard £146 per night
Double Standard Sofabed £146 per night
The corresponding days the week before are: £81, £81, £99
The corresponding days the week after are: £81, £81, £99
A spokesperson from Premier Inn commented: "In common with the industry – and wider industry such as airlines – we operate dynamic pricing which means prices can change daily – there’s no one set price for a hotel room.
"This is totally standard industry practise – most hotel and travel companies adopt it and it helps protect year-round value for guests.
"As people would rightly expect of the UK’s best loved budget hotel brand our prices are always extremely competitive.
"In general terms, we encourage people to book direct online – as early as they are able - and choose the rate that’s right for them.
"Rates include Flex, which is cancellable up until 1pm on the day of arrival – this helps book in advance with the ability to cancel if things shift nearer the time.
"It is also worth noting that guests can choose to pay on arrival as opposed to in advance, unlike some competitors, giving more flexibility to plan."
A spokesperson for Travelodge said: "As the UK’s first budget hotel brand, our aim is to provide great quality stays at a great price and our priority is delivering great value for customers.
“At Travelodge, we regularly review our room rates to make sure they are as competitive as possible and we also encourage people to book directly via our website www.travelodge.co.uk as early as they can to choose the rate that is right for them."
A spokesperson for the Holiday Inn Express said: "IHG Hotels & Resorts operates a predominantly franchised business model, whereby franchised hotels are independently owned and operated by third parties.
"Our hotel owners set their pricing on a daily basis, in line with supply and demand."
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