China’s market regulator has issued a fresh warning on hotel pricing and booking transparency ahead of the Spring Festival holiday, signalling closer scrutiny of accommodation providers during one of the country’s busiest travel periods.

The notice, released by the Yunnan Provincial Market Supervision Administration, sets out expected conduct for hotels and other tourism businesses as domestic travel demand accelerates.

Holiday travel demand raises pricing concerns

The reminder was published in early February as millions of travellers prepare for Spring Festival trips across China.

Regulators noted that peak holiday demand can create conditions for price disputes, particularly in popular tourist destinations where hotel availability tightens.

Authorities said the guidance is intended to prevent consumer complaints linked to sudden price rises, unclear fees or misleading booking terms.

Similar notices have been issued in previous years during major public holidays, reflecting a consistent regulatory focus on price stability and consumer protection during high-demand periods.

Requirements for hotel price transparency

Under the notice, hotels, guesthouses and other accommodation providers are required to display room rates and service charges clearly, both on-site and across online booking platforms.

Prices shown at the time of booking must match the final amount charged, with no undisclosed fees added later.

The regulator also warned against practices such as false discounts, fabricated original prices or changes to confirmed bookings. Promotional offers must include clear conditions, time limits and refund rules to avoid misleading consumers.

Enforcement signals for hotel operators

Local market supervision authorities said they will strengthen inspections during the holiday period, with a focus on hotel pricing behaviour and tourism-related charges.

Businesses found to be in breach of price regulations may face administrative penalties under existing laws.

For domestic and international hotel operators active in China, the notice underlines the importance of clear pricing, accurate online listings and consistent booking conditions, particularly during national holidays.

The guidance highlights the regulatory expectation that hotels manage peak-season demand without compromising transparency or consumer rights.