When is a free breakfast not a free breakfast?
This is not a trick question.
The UK Advertising Standards Authority has been pondering this question. Holiday Inn Express has always advertised that you receive a ‘free’ breakfast when you stay there. After a recent TV commercial aired, three people with probably too much time on their hands made a formal complaint.
Holiday Inn Express says that, since the price of your room is the same whether or not you eat breakfast in the morning, your breakfast is indeed free.
The ASA disagrees.
It believes that, since you cannot book a room without breakfast, you are essentially booking a package. The price you pay is for room and breakfast. The breakfast is therefore not free.
As the ASA statement says: “we concluded that the claims “we give you a free breakfast” and “free breakfast” were misleading.” Holiday Inn Express is now banned from using the word ‘free’ to describe its breakfast in the UK. Your room is now ‘inclusive of breakfast’.
IHG One Rewards update – February 2024:
Get bonus points: IHG One Rewards is not running a global promotion at the moment, but some members were sent targeted offers for their stays in February and March
New to IHG One Rewards? Read our overview of IHG One Rewards here and our article on points expiry rules here. Our article on ‘What are IHG One Rewards points worth?’ is here.
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