DECEPTIVE ADVERTISING IN ONLINE HOTEL BOOKING: A CONSUMER PERSPECTIVE

Abstract

In the era of glitz and glitter, advertising is that gravitational force which attracts the consumer. Every sector has to advertise its products or services to entice the consumers, may it be food industry, cosmetic industry, travel and tourism industry, etc. So is the case with the hospitality industry, which is gaining momentum in the tertiary sector of India. In this era of globalization and digitalization, the travel and tourism industry in India is going through the phase of evolution as well as revolution. Today’s consumer, due to paucity of time, and availability of more convenient medium often relies on the online means to book a hotel rather than relying on the traditional methods which were used previously. Online hotel bookings have become a necessity rather than luxury in today’s time. Consumers while booking hotels online often get misled due to various deceptive offers, misleading advertisements and algorithms. This research article deals with the following problems faced by Consumers in online booking of hotels in India particularly regarding: -
1. The authenticity and fairness in the reviews posted on various online platforms.
2. The reliability of pictorial representation regarding services and rooms provided by the hotels in terms of ambience, size and facilities.
3. The algorithms on which online platforms work in reflecting availability of rooms.
This paper will analyze the adequacy of existing legal framework in India particularly with respect to online hotel booking with reference to Consumer Protection Act, 2019. It would further explore the implications of the recently issued guidelines to regulate online consumer reviews which will be applicable to every online platform publishing consumer reviews. The authors will focus on understanding consumer perspective through doctrinal study and suggest reforms for effective consumer protection in online hotel booking in India.