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”.
An Accor spokesperson said: “While the advertised ‘from’ prices were available and reflected rates which could be booked by guests at the time the advertisements were seen, we recognise that the range of dates available wasn’t aligned with the CAP Code.
“We are taking this opportunity to further strengthen our existing internal processes. The specific advertisement that was found to be in breach has since expired and will no longer be shown. Accor is fully committed to complying with all applicable regulations and to safeguarding the interests of our guests.”
A Travelodge spokesperson added: “Travelodge takes its responsibilities under the ASA advertising guidelines seriously. The prices shown in the ads were generated from our live pricing feed and represented the cheapest bookable date available.
“We recognise that customers expect clarity and transparency in pricing, and we continue to work closely with Google to ensure all ad formats are clear and fully compliant. 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.”
Hilton and Booking.com have been contacted for comment.
