The ASA found that the advertised prices were only available for a single night’s stay, warning Travelodge in future to ensure deals are available “across a range of dates”.
A Travelodge spokesperson said it recognised the need for clarity and transparency in pricing and is working with Google to ensure its adverts are clear and comply with the ASA’s guidelines. It said the relevant advert was removed before the ASA’s ruling.
Similar findings were issued against Booking.com and hotel group Accor, while staycation chain Butlins was criticised for changing the deadline of a sale it promoted via email.
Accor told the ASA it believed its adverts were accurate as rooms were available at or below the headline prices in the days following their publication.
Booking.com sent the watchdog a screenshot demonstrating that seven bookings had been made at the prices it advertised.
A spokesperson told the BBC that Booking.com accurately displays price and availability at the time advertisements are shown and will work with the ASA “to address any outstanding questions they might have”.
