United Kingdom
United States
Asia Pacific
Travel agency flash sale slammed by advertising watchdogs
STA Travel is the latest tour operator to be chastised by advertising watchdogs after customers complained that they were unable to book flights to Australia at the agency’s advertised fare of £399.
The agency explained that it had offered the fares as part of a "Flash Sale" , funded by STA Travel, on March 9 and that it had made it clear in an email to customers that there were only a limited number of seats available at that price.
In fact, they sold out within two hours, after which the price reverted back to £599.
It said its website had been updated to show the fare increase to £599 along with a message that stated "flash sale sold out" as soon as the £399 seats were gone. It also posted regular updates regarding availability on Facebook and Twitter.
However, the Advertising Standards Authority upheld the customers’ compliant, saying that STA Travel had exaggerated the likelihood of consumers being able to obtain the advertised fare.
"We noted that the "Flash Sale" had been funded by STA Travel and that the availability of the £399 fares was therefore at their discretion," it said. "We considered that the number of fares available at £399 had been very limited and we therefore considered that this constituted material information that consumers needed to understand about the limitations of the offer.
"Although we acknowledged that the advertised fare was valid on the day and time specified in the e-mail and although we appreciated that STA Travel had attempted to make consumers aware of the limitations on availability, because information regarding the specific number of fares available at £399 had been omitted, we considered that the e-mail exaggerated the likelihood of consumers being able to obtain the advertised fare and concluded that it was likely to mislead."
The ASA ordered STA Travel not to exaggerate the likelihood of consumers being able to take advantage of offers in future campaigns.
By Linsey McNeill
Wednesday June 20th 2012
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Kittipong Prapattong’s Plan for Thailand’s Tourism Growth: Taxes, Visas, and Campaigns
James Jin: Didatravel’s Journey from China to Global Reach and the Impact of AI on Travel
Darien Schaefer on Pensacola’s Evolution: From Small Town to Global Destination
Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics
Patrick Harrison on Tampa Bay Tourism’s Resilience and Marketing Strategy
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
Robert Terrell: A Journey Through BB King’s Influence
Rochelle Hicks: Celebrating Mississippi’s Musical Legacy
Exploring Jacksonville with Katie Mitura: The Flip Side of Florida
Dozens fall ill in P&O Cruises ship outbreak
Boy falls to death on cruise ship
Turkish Airlines flight in emergency landing after pilot dies
Unexpected wave rocks cruise ship
Woman dies after going overboard in English Channel