UKH welcomes measures to ban drip pricing
Earlier this week, the Department for Business and Trade announced new legislation making it illegal to reveal fixed mandatory, additional fees to customers later during the booking process.
Drip pricing typically takes place online, when consumers are shown a preliminary price for an item or service, only to find additional hidden fees that are revealed later in the checkout process.
Important features
However, it announced optional fees, such as extra charges for breakfasts when staying at a pub with rooms, would not be included in measures detailed in the Digital Markets, Competition and Consumer Bill.
UKH chief executive Kate Nicholls said: “UK pubs are renowned for offering fantastic experiences to consumers, and it’s important that customers are able to customise those experiences to best suit their needs.
“When booking accommodation at pubs, optional extras are typically offered as part of the booking process to enable individuals to upgrade or add additional services, such as breakfast, ahead of their stay.
“Following the Department for Business and Trade’s announcement of new drip pricing legislation, we are pleased the Government has taken on board our feedback to exclude optional extras from the ban, as these are important features for pubs to help enhance the customer experience.”
Positive step
The new rules will propose mandatory fees must be included in headline prices.
Additionally, the legislation will also add fake reviews to a list of banned business practices as well as ensuring platforms hosting reviews regularly check their veracity.
Nicholls added: “Banning fake reviews is a positive step, given the significant reputation damage and financial impact they can have on businesses.
“It’s essential deliberate fake reviews of businesses on third-party platforms are covered by this legislation and we look forward to working with the Government as these plans develop.”
