The director of a leading online hotel booking system said large hotels need to look more closely at value for money.
At HRS.com's Hotel Excellence Awards, no large hotel won the prize for Best Value for Money Hotel.
Jon West, director UK and Ireland for HRS.com said he was "surprised that there wasn't anybody that showed that excellence".
"That doesn't mean to say that people didn't try to enter... just that we didn't think anybody warranted being put onto the short list," said West.
He added: "I cannot believe that large hotels are not trying to offer value for money. One has to assume that they are. Then it's really a matter of them communicating that and making sure that they get the opportunity to be recognised.
"I think they certainly should be looking at telling everyone more about it and sharing best practice. I think that's a huge opportunity."
West encouraged more hotels to enter the category next year. "If they are doing something good, then let's talk about it, let's tell everybody, let's share best practice."
The Best Value for Money prize for a small hotel went to The Five Arrows. Most other categories had a winner for both a large (more than 50 rooms) and small hotel.
The judges said they chose The Five Arrows because it was "a fine example of a capable and professional hotelier with little capital creating an extensive range of great value eye-catching offers and services".