The White House

This is the dirtiest hotel I have every stayed in, and I’ve stayed in quite a few! I booked this hotel as it has 4* from both the AA and Enjoy England. I was completely disappointed.
The shower had thick brown mould in the runner and the glass was filthy. The lino floor was coming up around the edges and falling off the step to the shower, it was filthy in every possible crevice and corner. The curtains were filthy, the net curtains were disgusting grey/black with old holes in them, and to top it all I had hairs in my bed. Not just one hair that may have strayed from the cleaner, about 4 or 5 no doubt from the previous visitors. The upturned lampshade looked like it had never seen a duster, and the towels were threadbare, it was truly disgusting - no exaggeration - honestly.
My parents were also booked in as we had chosen to meet in Canterbury. Their room was exactly the same.
We complained to the gentleman owner later that evening and he apologised. We then saw the lady the next morning who completely denied the fact that our room was disgusting and told us that she was far too busy to talk as she had guests. She then told us that we complain all the time as I had mentioned the previous day that we had had to complain at the County Hotel on a previous visit as it had been filthy. I was shocked by the abuse she gave me. We were only reminded of the hard work she had to undertake in order to run the Guest House. With respect to that, I can imagine it is very hard work, but we had booked a 4* establishment with 0* cleanliness.
The guest comment book had been removed from the desk, no doubt so we couldn’t write in it. My respect for the AA and enjoy England has completely diminished. Now what do we look for when booking a hotel in England?