Hotel / Apartment Prices

Hello, I've recently been looking at a holiday to icmeler, I last went at april and saw in the itinary that it was 90 pound for 3 people for 1 week at the ozlem apart, I was looking and for some reason the prices are like 400 for 2 weeks just for the apartment, I'm not wanting a flashy hotel, but not a grotty one either.
How come it's so expensive? I know it's the middle of the season but like 4x the normal amount?
Regards
How come it's so expensive? I know it's the middle of the season but like 4x the normal amount?
Regards