Hotel Adverts Banned by Watchdog Over Misleadingly Cheap Rooms

Regulatory Scrutiny on Hotel Adverts: ASA Bans Four Big Names

The Advertising Standards Authority (ASA) has stepped up regulatory scrutiny over hotel and travel firms’ advertising practices in the UK. In a series of rulings, four major players—Hilton, Travelodge, Booking.com, and Accor—have been banned from using certain advertisements for misrepresenting the availability of room prices.

Hilton: Overstating Availability

The ASA found that Hilton had exaggerated the availability of advertised rooms. Specifically, an advert reading “Hampton by Hilton Hamilton Park From £68” and another advertising stays in Newcastle from £59 were deemed to have overstated their deals. The watchdog concluded that only a small number of rooms were actually available at the promoted price.

“Advertised prices must match what’s really available,” stated Emily Henwood, operations manager at the ASA. “If only a few rooms are actually offered at the price shown, or it only applies to a specific date, then this information must be made clear to avoid misleading people.”

Travelodge: Limited Availability

Travelodge faced similar criticism for two adverts—one offering rooms in Nottingham Riverside “from £25” and another in Swansea “from £21.” The ASA found that the advertised prices were only available for a single night’s stay. The ruling warned Travelodge to ensure any future price claims reflect deals available across a range of dates.

A spokesperson for Travelodge acknowledged the need for clarity and transparency in pricing, stating: “We recognise this need and are working with Google to ensure our adverts are clear and comply with ASA guidelines.” They also noted that the relevant advert had been removed before the ASA’s ruling was issued.

Booking.com and Accor: Inconsistent Data

Similar findings were issued against Booking.com and hotel group Accor. Booking.com sent a screenshot demonstrating seven bookings made at advertised prices, while Accor argued that its adverts were accurate as rooms were available at or below the headline prices in the days following their publication.

Butlins: Promotional Deadline Extension

In addition to the hotel firms, staycation chain Butlins was criticized for changing the deadline of a sale it promoted via email. The ASA found that this breached its code by putting pressure on customers to book before an initial deadline. Despite extending the sale window by two weeks, the watchdog deemed this unfair and urged future promotions to be fairer to consumers.

A spokesperson for Butlins defended the extension, stating: “No customers were disadvantaged by the extension of the sale window.” However, the ASA’s ruling highlighted the importance of maintaining clear and consistent promotional practices.

Industry Context and Future Implications

The ASA’s actions come as part of a wider probe into online price claims across various industries. The competition and markets authority recently launched an investigation into eight companies over potentially misleading advertising, reflecting growing concerns about the accuracy and transparency of online offers.

“Consumers deserve to have confidence in the prices they see when booking hotels or holidays,” emphasized Henwood. “These rulings demonstrate our commitment to ensuring that advertisers provide clear and accurate information.”

Industry experts argue that such regulatory actions are necessary to protect consumers from misleading advertising, ultimately fostering trust within the travel and hospitality sectors. As technology evolves, so too must regulations adapt to address new challenges in digital marketing.

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