@tommysquelch since watching Ripper Street from your description it doesn't seem much has changed in Whitechapel (lol)
This is an average hotel in a fairly sketchy part of London...They used to do £25 Friday/Saturday rooms as their 'accor members' offer so for it to more than double is not really a deal for me; only in that it's cheaper than most London hotel rooms. I saw two guys fighting on the other side of the street and my room view was of a bloke burning miscellaneous items in a drum fire on the street below.
No good for family of 4 though, max occupancy per room is 3 sadly!
I also stayed there once without children when we needed a london hotel on a budget.
I've stayed at this hotel with previous deals. we didn't have breakfast but it was absolutely fine for our needs. We stayed with my seven year old daughter and she was absolutely enthralled with the cabin bed over the top of our double bed. The rooms were clean and modern, well decorated and fit for purpose. They are small but we only needed a bed for the night. The Whitechapel budget Ibis is well rated on TripAdvisor too considering price and location. I can't comment on any other ones but I much preferred this hotel to Travelodge. We got any amazing deal previously, quite a bit cheaper than this deal but it's still a good price for central London. :)