Major Travel Companies Face Advertising Ban Over Misleading Room Prices
The Advertising Standards Authority has banned advertisements from Booking.com and three major hotel chains after finding they misled consumers about room availability at advertised prices.
Booking.com, Accor, Travelodge and Hilton all used "from" price claims that significantly overstated how many rooms were actually available at the cheapest rates shown to potential customers.
What the Investigation Found
The ASA investigation revealed that across a range of dates, only a small proportion of rooms were actually available at the advertised "from" prices. This practice meant consumers were being drawn in by attractive rates that were largely unavailable when they tried to book.
In one specific case from May 6, a Booking.com advertisement promoted "easyHotel Sheffield City Centre From £28". The travel giant argued that the dates and prices displayed were "dynamically chosen" by Google from data it provided, meaning they could vary for each user and search.
Emily Henwood, ASA operations manager, stated: "Advertised prices must match what's really available. 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."
Company Responses and Actions Taken
All four companies have responded to the ruling, with Travelodge noting they had already removed the problematic ad format prior to the ASA's decision. The budget hotel chain stated: "Travelodge takes its responsibilities under the ASA advertising guidelines seriously. We recognise that customers expect clarity and transparency in pricing."
Booking.com defended its practices, saying: "Our aim is to consistently provide travellers with transparent information when planning and booking trips on our platform. Successful bookings were made at the advertised rate, evidence of which was shared with the ASA."
Accor acknowledged the breach, with a spokesman stating: "While the advertised 'from' prices were available, we recognise that the range of dates available wasn't aligned with the Committee of Advertising Practice Code. We are taking this opportunity to further strengthen our existing internal processes."
The ASA has made it clear that advertised prices must genuinely reflect availability, and that failure to be transparent about limited availability at lowest rates constitutes misleading advertising. All four companies must now ensure future advertising complies with these standards.
