Book early, chose your seats, get the accommodation you want and forget the cost. Business are there to make money, customers are there to pay up for whatever item they want to buy and then accept that prices will vary.
Don't want to lose my Polyanna approach but honestly - if a holiday going up a bit in price is the worst thing that happens today I'll be a happy person.
To think that London, or anywhere else for that matter, does not belong to any one demographic