It’s almost Christmas, and consumers may be feeling an odd desire to ditch the grey skies and Arctic climate of Blighty for a dose of winter sun. It’s therefore a prime opportunity for travel marketers to promote tantalizing seasonal offers and package deals, whether that’s to the beaches of the Med, or a seasonal visit to Lapland. But take note, Regulatory Santa (that is, the ASA) will be checking if your ads are naughty or nice, so please bear in mind the following advice to avoid a sack full of complaints.
Put a freeze on surprise fees
Consumers may be happy to pay a fair price to escape to a winter paradise, but make sure the costs are clear upfront.
Where a range of prices may be available, marketers should state them as “from” prices. Unless they are a third party provider, marketers must hold evidence that a significant proportion of seats are available at the stated “from” or promotional price.
Also, ensure all prices for rooms/accommodation include all non-optional taxes, duties, fees and charges that apply to all or most buyers. All other “extra” costs should be stated upfront too, whether that be Wi-Fi, breakfast, tourist taxes or cancellation fees.
One recent ruling concerned a travel agent whose advertised flight prices did not correspond with the current actual price of the flight. Whilst dynamic pricing is an established and legitimate mechanism, advertisers must still make efforts to update the pricing regularly, and make clear when the price was last updated.
Make sure there’s room at the inn
A stable in Bethlehem is central to the Christmas story but isn’t what the average 21st century holidaymaker is looking for in terms of festive accommodation. When promoting hotels and the like, be clear about the availability of rooms and dates; if these are limited, say so (but only if they are, in fact, limited).
Four calling birds, free French hens?
It goes without saying, but as with all Christmas gifts, make sure you don’t oversell or exaggerate what you’re able to deliver. Note that words such as “free” and “everything” are likely to be interpreted in line with their common, everyday usage. For example, the ASA recently ruled that an advertiser promoting a “pay for three weeks, get a fourth week free” offer was misleading, as the price of the initial three weeks was increased if the “free” fourth week was booked.
For gracefully-wrapped gifts of bespoke advice for your non-broadcasting advertising, feel free to submit an enquiry to the colourfully-attired elves of the Copy Advice team.
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