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“Nearly Half” of Hotel Chains Found Breaking Advertising Rules

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Published on 31/08/12 - Updated on 17/03/22

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A study by Which? Travel has revealed hotel chains in the UK are breaking advertising rules by displaying headline prices exclusive of VAT on their websites.

Consumer group Which? found that “nearly half” of brands investigated were not displaying headline prices inclusive of VAT on the websites, adding the 20% later on in the booking process or just before the transaction. Eleven hotel chains - Crowne Plaza, Doubletree by Hilton, Guoman, Hilton, Holiday Inn, Malmaison, Marriott, Mercure, Radisson Blu, Sofitel, and Thistle – out of 24 were found guilty of breaching government guidelines and advertising standards. The study was carried out following a complaint to the Advertising Standards Authority (ASA) against Crowne Plaza, a subsidiary of Intercontinental Hotels Group.Several groups have responded expressing their commitment to transparent pricing and saying modifications will be made.This follows allegations of price-fixing on online booking websites in the UK.

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