HOLIDAY booking websites have been accused of using tactics such as fake discounts and limited availability banners to pressure customers to book hotels quicker.
The websites that have been named and shamed include Expedia, Booking.com, Trivago, Hotels.com, Agoda and Ebookers.
Alamy
Earlier this year, the websites were ordered to end the practice of not giving the full price upfront, as well as falsely claiming the rooms were running out or that they were heavily discounted.
The websites have been ordered to comply by the Competition and Markets Authority (CMA) by September 1.
Other changes also include making it clearer if a hotel’s listing is sponsored or not, as they appear higher up the search page.
Despite being shamed for their practices, Which? has found that many of the websites are still using these tactics to trick consumers.
For example, Trivago advertised one night at a hotel in Paris for £244, with a “saving of 63 per cent” – although this was only the case if compared to the most expensive price on another website, not the average price.
And in fact, Which? found that the hotel was actually cheaper on the “pricier” site.
The websites are also not showing the full cost of the room upfront.
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Which? found an example of an US hotel on Agoda where the listing failed to disclose an additional £30 hotel tax, which was only revealed when you click through to the payment payment page.
The small print added that there would be another £27 “destination fee” collected once you get to the hotel.
Which? also highlighted pressure tactics used by the websites.
For example, phrases such as “one room left at this price” or “booked four times in the last 24 hours” are commonly used.
A study by Which? found that 44 per cent of people would be influenced by this tactic to book their hotel rooms quicker.
But their investigation found that a room that Booking.com claimed was the “last” double room available at a hotel in Edinburgh was in fact incorrect – there were seven doubles left that were the same price.
To avoid falling victim to this, Which? advise customers to book directly on the hotel website, or to call ahead – many hotels are happy to beat the price or to offer additional perks.
Rory Boland, Which? Travel editor said: “You’re usually better off calling the hotel directly for the best rate anyway – even if it can’t beat the price it will usually offer an incentive, discount or even a bottle of champagne to sweeten the deal.”
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A Trivago spokesperson told Sun Online Travel: “Trivago compares the hotel prices we receive from many different booking sites according to the dates specified by each customer.
“There are occasionally differences between prices and we are working to mitigate these effects so that each and every customer can find their ideal hotel. We appreciated the opportunity to work with the CMA over the past year to establish a single roadmap for online travel companies in the UK.
“Of note, the CMA made no finding that the practices of any site were misleading and we made no admission in this respect. We see the broad applicability of the guidelines to all UK online travel companies as a positive development for us and the industry.
“Now that the CMA has established clear guidelines for the UK sector, we will of course follow them to the extent they are applicable to us.”
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Expedia Group, who owns ebookers, Expedia and Hotels.com, also said: “Expedia Group continuously aims to deliver attractive travel options at affordable prices in transparent, clear and easy to understand ways, so that our customers can make informed travel choices.
“That’s why we have invested significant time and energy into working closely with the CMA to create a helpful industry standard for all UK booking sites offering accommodation search and booking services.
“We gave commitments to the CMA on a voluntary basis and the CMA in turn closed its investigation in respect of the Expedia Group with no admission or finding of liability.
“We have a two-decades’ old commitment to putting travel data and details in the hands of consumers, to make travel easier, more attainable, more accessible and more enjoyable. This mission is core to what we do on our Expedia, ebookers andHotels.com sites here in the UK.
“As we always look for better ways to serve our customers and the broader travel community, we are proud to have been part of this new industry standard which supports UK customers with their online booking journey.”
Brits who call hotels directly should also ask for the “cheapest nonrefundable rate”.
This will always find the best deal at hotels, compared to asking for the “best deal” or “cheapest room”.
Sun Online Travel has contacted all the hotel booking websites listed for comment.
