Cheap but a bit basic was my experience, but I was in Borovets for the Ski-ing at the beginning of the year. The people are nice enough but not the most outgoing, the country itself was beautiful in places but there is also a lot of poverty once you get out of the 'touristy' bits. The hotel we stayed in was one of the better ones, 5 stars apparently but not 5 UK stars
I'd definitely go again, it has a nice charm that a lot of other places have lost, Spain is a good example.
oh yeah and if its the same in the summer resorts as it was on a lot of the hotels for ski-ing take a plug with you, no-one we spoke to had a plug in the bathroom ??
Spud