Complaint against Trivago rejected by ASA

A complaint against ‘best price’ claims by hotel price comparison website Trivago has been rejected by the Advertising Standards Authority.

No action was taken over a consumer complaint questioning Trivago’s TV advertising claim that it “compares over 100 websites to find you your ideal hotel at the best price”.

The complainant challenged whether the “best price” claim was misleading and could be substantiated.

The advertising watchdog said it considered that viewers would understand the claim to mean that Trivago would search and display the results for a specific request sourced from a large number of hotel booking websites. The price information would be included in order that the ‘best price’ from those offers was displayed.

Turning down the objection, the ASA said: “We understood the results represented the majority of online booking websites and were therefore likely to include the most competitive prices when booking online.

“We considered that consumers would understand the ‘best price’ claim in the context of Trivago’s claim to compare over 100 websites and concluded that the ad was not misleading.”