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Major hotel brands including Travelodge, Hilton, Accor and Booking.com have all been found in breach of advertising rules for their use of “from” price claims, the ASA has ruled.
The regulator said the cases form part of a broader review into hotel-price advertising, triggered by its AI-powered Active Ad Monitoring system which flags potentially misleading online adverts.
Travelodge’s paid-for search ads for “Nottingham Riverside From £25” and “Swansea M4 From £21” were found misleading.
The ASA stated that the ads gave consumers the impression that those prices were broadly available across a range of dates, but in fact the lowest rates were only available for a single date.
However, Travelodge argued that the prices were drawn dynamically via Google’s hotel feed from real-time availability, but the ASA held the advertiser responsible for ensuring compliance and found the evidence insufficient.
Meanwhile, Hilton’s ads promoting “Hampton by Hilton Hamilton Park from £68” and “Hampton by Hilton Newcastle from £59” were also upheld.
Hilton said it operated dynamic pricing and the Google feed had a technical error which omitted the stay date, but it could not provide specific data showing how many rooms were available at the advertised price or over how many dates, so the ASA judged the claims unsubstantiated.
Similarly, Booking.com’s search ad for “EasyHotel Sheffield City Centre from £28” was ruled misleading after the ASA found the company provided only a small number of bookings at that price in May 2025.
The company had no broader data on availability across other date ranges, falling short of showing a “significant proportion” of rooms at the price.
In the case of Accor, two adverts were reviewed: one for “Ibis budget Birmingham Centre from £27” and another for “Ibis budget Sheffield Arena from £33”.
The Birmingham ad was upheld as misleading because the rate was only available for one date and the period was not communicated. The Sheffield ad was cleared after Accor supplied data showing the lower rate was available across multiple dates, supporting the claim.
The ASA ruled that all adverts upheld in the investigation must not appear again in the same form.
It emphasised that when using “from” price claims, advertisers must ensure that a significant proportion of rooms are available at the advertised rate across a “meaningful date range, or else clearly state the date or period to which it applies”.
All four groups have been contacted for comment.
Major hotel brands including Travelodge, Hilton, Accor and Booking.com have all been found in breach of advertising rules for their use of “from” price claims, the ASA has ruled.
The regulator said the cases form part of a broader review into hotel-price advertising, triggered by its AI-powered Active Ad Monitoring system which flags potentially misleading online adverts.
Travelodge’s paid-for search ads for “Nottingham Riverside From £25” and “Swansea M4 From £21” were found misleading.
The ASA stated that the ads gave consumers the impression that those prices were broadly available across a range of dates, but in fact the lowest rates were only available for a single date.
However, Travelodge argued that the prices were drawn dynamically via Google’s hotel feed from real-time availability, but the ASA held the advertiser responsible for ensuring compliance and found the evidence insufficient.
Meanwhile, Hilton’s ads promoting “Hampton by Hilton Hamilton Park from £68” and “Hampton by Hilton Newcastle from £59” were also upheld.
Hilton said it operated dynamic pricing and the Google feed had a technical error which omitted the stay date, but it could not provide specific data showing how many rooms were available at the advertised price or over how many dates, so the ASA judged the claims unsubstantiated.
Similarly, Booking.com’s search ad for “EasyHotel Sheffield City Centre from £28” was ruled misleading after the ASA found the company provided only a small number of bookings at that price in May 2025.
The company had no broader data on availability across other date ranges, falling short of showing a “significant proportion” of rooms at the price.
In the case of Accor, two adverts were reviewed: one for “Ibis budget Birmingham Centre from £27” and another for “Ibis budget Sheffield Arena from £33”.
The Birmingham ad was upheld as misleading because the rate was only available for one date and the period was not communicated. The Sheffield ad was cleared after Accor supplied data showing the lower rate was available across multiple dates, supporting the claim.
The ASA ruled that all adverts upheld in the investigation must not appear again in the same form.
It emphasised that when using “from” price claims, advertisers must ensure that a significant proportion of rooms are available at the advertised rate across a “meaningful date range, or else clearly state the date or period to which it applies”.
All four groups have been contacted for comment.
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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