Hotel chains have been criticised after prices spiked ahead of a memorial day for Dave Myers.
The beloved Hairy Biker will be honoured on June 8 through a mass motorcycle ride that is expected to see thousands of fans hit the road from London to Barrow-in-Furness in his memory.
The popularity of what has become known as Dave Day - which includes an all day, town centre public concert - has meant accommodation in the Cumbria town is in very short supply. So much so, many kind-hearted locals have offered their spare rooms and sofas for free to those making the trip.
Some unhappy bikers have argued that their generosity has not been matched by two hotel chains where room prices have risen considerably on Dave Day, which will see money raised for Cancer Research. The Barrow Premier Inn is currently advertising rooms on June 8 for more than double the price of the following Saturday.
On April 7 hundreds of bikers rode out in Beverley in honour of Dave Myers (Getty Images)Travelodge is no longer showing prices online for June 8, but according to the NW Mail, a single room cost £252 on June 8, as of a week ago. On the day before, a room is available for just £39 at the same hotel.
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The prices have not been received warmly on Facebook groups where those planning to head to Barrow on Dave Day are working out if they can afford to do so. "I’m shocked at them to be honest but it will be head office. Just greedy," one person wrote.
Another added: "Whilst it is my own fault I didn’t book at the lower price, it has made the decision for me that I will ride part of the route and then return home."
A third wrote: "I think it is disgusting, when we are all honouring a great guy and raising funds for Cancer Research. They should be ashamed of themselves."
One Dave Day participant told NW Mail: "It has been a nightmare trying to book accommodation in Barrow-in-Furness. Everywhere is full and I just about managed to get a place in Haverigg - though I think the obvious popularity is going to make the day amazing!"
A spokesperson for Travelodge said that the increases there match what other establishments have been offering. They said: "As the UK’s first budget hotel brand, our aim is to provide great quality stays at a great price. We regularly review our room rates to make sure they are as competitive as possible.”
Premier Inn's spokesperson said the company used dynamic pricing systems similar to those employed by airlines. They told the Mirror: "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.
"As you’ll no doubt know this is totally standard industry practice – 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 directly 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 worth noting also that guests can choose to pay on arrival as opposed to in advance, unlike some competitors, giving more flexibility to plan."
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