Unless you're staying in one of the handful of Bulgaria's five-star hotels, do not expect Western standards of service. In small towns you will probably be better off dealing with a family proprietor, but here you'll often struggle to find someone who speaks English. Star ratings are generally misleading; take one off from most establishments and you'll have a much better idea of what you're in for. Decor trends are firmly stuck in the last century (only two or three hotels across the country could be described as modern boutique), and rooms are generally bare, with cheap prefab pine furniture and laminate flooring. Note that Bulgarian hotel descriptions often refer to suites as "apartments," but do not assume that this means a kitchenette or dining area. Bathrooms are usually tiny shower rooms: a large cubicle with a toilet and basin with shower overhead; if you're lucky the toilet paper will remain dry.
On the bright side, places are almost always impeccably clean (certainly so if listed here) and incredibly cheap (hoteliers are incidentally no longer allowed to charge foreigners a higher price; discrepancies can be reported to www.ktzp.bg). Websites worth investigating are www.hotelsbulgaria.com and www.hotels-in-bulgaria.com, though neither features opinionated reviews. If you're more interested in B&B/guesthouses/family hotels, BAAT offers a fabulous booklet with a single photograph and brief description of each entry, along with useful advice on how to plan your trip. To find out where to get a booklet, check www.alternative-tourism.org. Tip: In small towns you may have problems making a booking, particularly if you want a particular room, as so few people speak English; use Surprise Tours booking service -- send your entire Bulgaria itinerary to svelte@mail.bg and all your bookings will be made for a one-time fee of 20€ ($26).
