I'm scoring this for what it is, not as a comparison to Hilton, Park Plaza etc. which were all double+ the price for the 6 days I stayed in London.
I was in town for a course and to see friends, I don't expect breakfast and I wanted a sensible price (even though my company was paying).
Colliers Hotel was perfect for me, simple, clean Hotel, 30 mins walk from Westminster Abbey, London Eye etc and there were lots of nice restaurants, pubs, etc. all within 5 / 10 min walk of the hotel. The area of the hotel was very nice.
If you are looking for a no fuss, cheap stay in London, close to all the main central attractions, Colliers is great.