London – Adverts for three major hotel chains and travel site Booking.com have been banned by the Advertising Standards Authority (ASA) for misleading consumers over the cost of rooms.
The ASA found that Booking.com, Accor, Travelodge, and Hilton used “from” price claims that overstated how many rooms were actually available at the advertised rates. Only a small fraction of rooms matched the prices displayed across the advertised dates.
Misleading “From” Prices
Accor’s advertisement for £27 rooms at the Ibis Budget Birmingham Centre, for example, was only valid for one night—30 July—rather than multiple dates, the ASA said. The watchdog concluded that such claims did not give a “true reflection” of prices most consumers could expect to pay.
“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,” ASA operations manager Emily Henwood said. “Otherwise, it’s unfair to anyone trying to find a good deal or make informed choices about where to book.”
Responses from Booking Platforms
Booking.com said the dates and prices shown were “dynamically chosen” by Google from data it provided, meaning they could vary for each user and search. The company maintained that the information displayed was accurate and not misleading.
Travelodge said its advertised prices came from its “live pricing feed” and represented the cheapest available date. A spokesperson added: “This particular ad format was removed prior to the ASA ruling, and we remain committed to transparent, accurate, and great-value pricing for all our customers.”
A spokesman for Accor said it would use the ASA ruling to strengthen internal processes. “The specific advertisement that was found to be in breach has since expired and will no longer be shown,” the company said.
Hilton did not issue a detailed comment but confirmed it would comply with the ASA’s decision and review its advertising practices to ensure accuracy.
Consumer Rights and Protection
The ASA ruling underscores ongoing concerns over transparency in online travel advertising.
Consumers should be able to make informed decisions and understand exactly what they are being offered, especially in highly competitive online booking markets.
The watchdog has repeatedly emphasised that advertisers must not exaggerate availability or pricing. Companies are required to provide clear, accurate information, including any restrictions on dates or limited availability.
Impact on the Travel Industry
Misleading price claims can erode consumer trust, particularly for budget-conscious travellers seeking accurate comparisons. The ruling may prompt other travel platforms and hotel chains to review how they present “from” pricing to avoid similar breaches.
Regulators stress that clear and honest advertising benefits both consumers and the wider travel industry, preventing complaints and potential financial penalties.
Moving Forward
All four companies have committed to reviewing their advertising practices to align with ASA guidance. Consumers are encouraged to report ads that appear misleading to ensure ongoing compliance and transparency in the marketplace.