ASA Bans Hotel and Travel Website Ads Over Misleading Prices
Four major hotel chains and a travel website have been hit with bans after misleading customers about the availability of rooms at advertised rates. The Advertising Standards Authority (ASA) ruled that ads from Travelodge, Hilton, Accor, and Booking.com overstated how many rooms were available at their low "from" prices.
These eye-catching "from" prices promised bargains but, according to the ASA, only a small number of rooms were actually available at those prices, often on a single date. The regulator said this gave consumers the false impression that good deals were widely available, which is unfair and misleading.
The ASA specifically took issue with Booking.com, which ran an ad for the easyHotel Sheffield City Centre, claiming rooms "From £28." While seven bookings were made at this price, the ASA said the website didn't provide enough data to show how many rooms were available at this rate across a wider range of dates. Similarly, Accor’s ad for £27 rooms at its Ibis Budget Birmingham Centre was found to only reflect availability for one specific date, and was not a true representation of prices most consumers could expect.
Travelodge's adverts for "From £25" in Nottingham and "From £21" in Swansea were also flagged. The prices were available on a single night, misleadingly implying that they were available on multiple dates. Hilton was also found to have exaggerated the availability of rooms at £68 and £59 rates, respectively, at its Hampton by Hilton properties in Hamilton Park and Newcastle.
Emily Henwood, ASA operations manager, emphasized that "advertised prices must match what’s really available." She added, "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."
The ruling comes amid growing concerns over misleading pricing tactics in the travel industry. Consumer group Which? also criticized the practice, calling it “completely unacceptable.” Sue Davies, head of consumer protection policy at Which?, said: “It’s good to see the regulator taking action. This should send a message to other businesses that they must display prices accurately and ensure they aren’t misleading customers.”
The companies involved have responded by pledging to improve their advertising practices. Travelodge, for example, said it was working closely with Google to ensure transparency in its ads. Hilton and Accor have both stated that they are reviewing and strengthening their internal processes to avoid further issues.
These bans highlight the importance of clarity in advertising, particularly in an era when online pricing is often subject to rapid fluctuations. The ASA’s actions serve as a reminder to consumers to be cautious when booking travel deals online and to ensure the prices they see are reflective of what is actually available.
