Over the past year, hotel agents such as Booking.com, Hotels.com and Trivago faced scrutiny for ‘high-pressure’ selling tactics including promoting room availability or the number of users viewing a property at one time.

From September 2019, the messages designed to accelerate bookings will be banned under the new CMA, Competition and Market Authority, regulations. Travel brands will now have to improve customer experience through reviews, photos, information and offers to encourage bookings.