Adverts from major UK hotel and travel companies have been banned for featuring misleading minimum room prices. The Advertising Standards Authority (ASA) took action against Hilton, Travelodge, Booking.com, and Accor for using “from” prices that did not accurately reflect the availability of rooms at those rates. The ASA determined that only a limited number of rooms were accessible at the advertised prices, which could mislead consumers searching for genuine deals.
Emily Henwood, operations manager at the ASA, stated that the prices advertised must align with what’s genuinely available. She emphasized that if only a handful of rooms are offered at the listed price or it is valid for a specific date, this must be communicated clearly to prevent misleading potential customers. The ASA utilized artificial intelligence tools to identify these misleading advertisements as part of a broader investigation into the advertising practices of hotels.
Specifically, Hilton faced scrutiny for two ads claiming room rates starting at £68 and £59 in Hamilton and Newcastle, respectively. While Hilton provided evidence of available rooms, the ASA concluded the availability was overstated. As a result, the ASA prohibited Hilton from future publication of similar adverts unless they accurately represent availability for a substantial number of rooms.
Travelodge also had two adverts banned, which featured prices of £25 in Nottingham and £21 in Swansea. The ASA found that these prices applied only for one-night stays and advised that future promotions should be available over a range of dates. Travelodge indicated it is collaborating with Google to enhance pricing clarity in compliance with ASA guidelines.
Similar actions were taken against Booking.com and Accor. Booking.com stated it would work with the ASA to clarify its pricing and availability processes. Moreover, Butlin’s was criticized for extending a sale deadline after previously pressuring customers to book before a stated ending date. These events follow a recent investigation by the Competition and Markets Authority into eight companies for potential misleading online pricing.
Source: https://www.bbc.com/news/articles/cvgw7grp5vxo?at_medium=RSS&at_campaign=rss