Misleading discount claims. Inflated urgency messages. Hidden charges added at the last moment. These are just some of the tactics still used by hotel booking platforms today—and they may be breaking UK consumer law.
Whether you’re booking a weekend city break or a business hotel near the airport, it’s not uncommon to see alerts like “Only 1 room left!” or “34 people are viewing this property now.” But what if those messages aren’t true?
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Or the discount shown compares unrelated room rates? Or the final price includes extra fees never mentioned upfront?
In today’s highly competitive online travel market, how hotels present prices and availability plays a major role in shaping customer decisions. Yet many practices that influence those decisions risk misleading consumers.
UK law requires that commercial practices are fair, transparent and not deceptive—standards that, despite progress, some businesses still fall short of.
The legal backdrop: a warning from the past still relevant today
While few travellers may know it, these issues were at the heart of an investigation by the UK’s Competition and Markets Authority (CMA) in the late 2010s. The investigation, launched in 2017, looked into online hotel booking practices after concerns were raised about how information was being presented to consumers.
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By GlobalDataThe CMA’s work concluded in 2019, but it led to significant reforms in how accommodation platforms displayed search results, discounts, availability and final prices.
Several companies agreed to change their practices, and the regulator published clear principles on what’s fair and what’s not.
Although the investigation is no longer active, the problems it uncovered are far from outdated. In fact, with new legislation in force as of April 2025—the Digital Markets, Competition and Consumers Act (DMCCA)—the rules have only become stricter.
The CMA can now directly penalise companies for non-compliance, making this a critical moment for hotel operators and booking platforms to review their practices.
Ranking manipulation: when results aren’t what they seem
A central concern is how search results are ranked when a customer enters travel dates and preferences. Logically, users expect to see listings based on relevance—location, availability, guest reviews, or price.
But often, results are influenced by how much commission the hotel pays to the platform.
This practice, known as commission-influenced ranking, may seem commercially justified but can mislead users who believe they’re seeing the “best” or “most relevant” options. Under UK consumer law, failure to clearly explain how rankings are determined could constitute a misleading omission.
Since 2025, the law is even clearer: if payment affects placement, that must be prominently disclosed. Platforms must ensure the average consumer understands what factors influence their choices, especially if commercial incentives outweigh relevance.
Pressure selling and misleading urgency tactics
One of the most widespread tactics still used in hotel booking is the creation of urgency through pressure selling. Statements like “Only two rooms left at this price!” or “15 others are viewing this room!” are designed to push customers into quick decisions.
But these claims are often unverifiable or based on irrelevant data.
In the CMA’s earlier findings, such tactics were deemed potentially misleading if they exaggerated room scarcity or demand. Under current legislation, especially the DMCCA, urgency messages that are not accurate or cannot be substantiated are considered unfair commercial practices—and are now prohibited by law.
Booking platforms must be able to prove that such statements are true and clearly explain their basis, such as whether they apply to the user’s selected dates or include activity across unrelated listings.
If they don’t, they may face fines or enforcement orders from the CMA.
Unclear discounts and hidden charges
Many customers are lured by eye-catching discounts—“Save 40%!” or “Was £200, now £120!” But those figures may be comparing different room types, dates, or short-lived prices that were barely available.
Under UK law, discount claims must reflect a real, recent and relevant price. Using a higher price that was only in place briefly, or for a different set of dates, is deceptive.
In addition, the problem of drip pricing—where extra charges such as booking fees, resort taxes or service fees appear late in the checkout process—remains a key concern.
The law now requires that all compulsory costs be presented upfront at the first stage of the customer journey.
Since April 2025, failure to include the full price early on may be a direct breach of consumer law, with regulators empowered to issue fines of up to 10% of global turnover for repeated non-compliance. The days of adding charges at the last step of the booking process are numbered.
What this means for hotels and consumers
While the CMA’s formal investigation ended years ago, the issues it highlighted are more relevant than ever.
Businesses in the accommodation sector must align their digital practices with the current legal framework, or risk penalties, loss of trust, and reputational damage.
Hotels and booking sites should now:
- Clearly explain how rankings are determined
- Avoid urgency messages that can’t be proven
- Ensure discounts are fair and recent
- Display total prices with all mandatory fees included
For consumers, the best protection is awareness. Question urgency claims, check what discounts really mean, and look out for extra fees during checkout. With the new law now in effect, travellers have stronger protections—but they still need to be alert.
The takeaway
The hospitality sector has changed dramatically in the past decade, but old habits persist. Whether driven by marketing pressures or competition, practices that mislead or pressure consumers into bookings now carry serious legal risk.
For the industry, transparency is no longer a courtesy—it’s a legal requirement. And for travellers, knowing your rights is the first step toward fairer, more informed choices.
