Same here, people are particularly harsh on this property. On weekends you pay 35-50 GBP and get a lounge, breakfast downstairs and quite suitable rooms.
It is not the Four Seasons but has a low price tag (which has no risen over the years).
I think if the property is being modernised, then maybe Westin or Le Meridien brand would be quite suitable and give it an edge over the Sheraton skyline.
Or maybe even Luxury Collection? (Not!)
While I can appreciate a good cheap hotel, a bad cheap hotel that I need to recover from does nothing for me.
This hotel doesn't even deserve to be a Holiday Inn. In my opinion, it should be razed to the ground.