Premier Inn Dynamic Pricing

waspuk

Subject: Premier Inn Dynamic Pricing Discrepancy – Lymington (Hordle)

Dear Martin and the MSE Team,

I am writing to share a frustrating experience regarding Premier Inn’s booking system and their "dynamic pricing" tactics, which I believe borders on misleading advertising.

On 4th of May myself and my two brothers-in-law attempted to book three separate double rooms for the same night (July 5th) at the Premier Inn Lymington (Hordle). We were all quoted the same price of £49 per room. While both of my brothers-in-law successfully booked at the £49 rate, my price jumped to £51 at the final payment stage. When I questioned this via their online chat, I was told the price had automatically updated because of high demand. However, even while I was speaking to them, the live website was still advertising the room at £49.

I escalated this to their telephone customer service team, but they refused to honour the £49 price or refund the £2 difference, despite my status as a loyal customer who stays with them at least five times a year. It seems Premier Inn’s systems allow them to advertise one price while charging another, using "automated updates" as an excuse to ignore the price shown to the consumer. While £2 is a small sum, the principle of "bait and switch" pricing is a concerning trend that I think your readers should be aware of. The price has now risen to £60 and for what, obviously still have plenty of rooms and they are still the same rooms, same service. Not like you get anything extra for the price increase.

twopenny

Is it possible that the 2 bookings went through first tipping the rate over the number of rooms for each rate?

I do agree that if that is the case the online should be updating at the same time. What was the rate shown half an hour, hour later?

flaneurs_lobster

Did the OP hit "refresh" on that pricing screen?

subjecttocontract

Its how business works, its supply & demand. They are looking to maximise their profit, I'd be doing exactly the same. Is it annoying ? Of course it is but I think for the sake of £2 I'd just let it go.

Albermarle

Dear Martin and the MSE Team

This is a public forum, that is just hosted by the MSE website. I am pretty sure Martin Lewis never looks at it.

In my long experience booking hotels, prices can vary a lot for different nights and that has always been the case.

waspuk

Yes I did hit refresh and it stayed at £49 over an hour!

If you purchase fuel at £1.50 a litre you don't expect to pay £1.60 at the till !

I would look to maximise profits too but I would make sure that the price the customer see's is correct first !

Brie

https://forums.moneysavingexpert.com/discussion/comment/81988977#Comment_81988977

There have been complaints about the fuel purchases being a bit off currently - that said I don't know if people are seeing one price on the big advertising signs that lure you in or on the pump itself.

Okell

Blame your two brothers-in-law for increasing demand before you booked your room. Or maybe you didn't act quickly enough

If you didn't like the final price nobody was holding a gun to your head to accept it.

Would have made more sense to book your rooms together and settle up amongst yourselves

flaneurs_lobster

https://forums.moneysavingexpert.com/discussion/comment/81988977#Comment_81988977

I agree with you, if you stick location and date into a hotel booking site and it says £49 on the proffer page, and this has changed to something greater when you go to pay, then that is misleading pricing which is illegal.

Are they doing it deliberately? Almost certainly not, just some bad website design but they should make good on the price difference.

Caveat is that the thing being offered at £49 hasn't been enhanced/changed/added to when the payment is asked for, which in this case it hasn't.

Given that Premier Inn have denied redress then the next step should probably be a trading standards complaint, which I think means contacting Citizens Advice.

Albermarle

at the £49 rate, my price jumped to £51 at the final payment stage. 

Could be worse !

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eschaton

You could take your complaint higher but it seems a lot of hassle for £2.

Prices will change depending on demand.

Back in 2012 I had to book 16 rooms at a Travelodge for work colleagues.

The first 2 were at the Saver rate of £19. Next 10 were at the Saver rate of £29 and the last 4 had to be at the flexi rate of £48.95. It’s how supply and demand works.

If you hadn’t been slow and booked first then you’d have got the £49 rate.