Marriott Uses Illegal Dip Pricing Tactics, Tricks Customers Of Actual Hotel And Accommodation Fees
The latest class action lawsuit accuses Marriott International, Inc. of allegedly tricking customers of its’ dip pricing’ advertisement into luring them into their services, then charging extra as soon as customers check-in in their hotels.
Per the class action lawsuit’s official filing, the Marriott allegedly does its ‘dip pricing’ tactics by posting low prices of its rooms on its own site as well as third-party sites offering hotel services to make customers want to check-in their hotels and facilities.
Yet, after customers have already checked in thinking that they are only being charged a small fee, they are later barraged by a series of additional charges on top of the originally advertised low prices.
The Californian complainants have said that they were convinced to book a room at a Marriott hotel because of the low prices the company claims on its site.
However, when they booked their rooms at the hotel, they were greeted by a series of additional fees not mentioned in the company’s advertisement.
According to the pair, these fees range from different methods, including but not limited to completely hiding price terms, mischaracterizing and hiding terms in small print, or adding various charges throughout the vending process.
The fees Marriott is accused of hiding to its customers are a different resort, amenity, destination fees, etc.
According to the two, customers who are planning to book a room at a Marriott hotel are hidden away from the fact that a room reservation at the hotel company is more expensive than what is advertised through the official Marriott website and other third party online travel and hotel booking portals.
Additionally, Marriott continues on with this illegal tactic because they earn a lot from falsely advertising the prices of their rooms and accommodations.
Filed in the United States District Court for the Southern District of California, the Marriott Dip Pricing Class Action Lawsuit aims to create a nationwide Class of Marriott customers who booked a hotel room with the company since 2012.
A Subclass for Californian Marriott customers is also included in the complaint’s manifestation.
Marriott International, Inc. is accused of violating California state consumer protection law and claims of concealment, negligent misrepresentation, and unjust enrichment.
Complainants also ask the court to order the company to correct the false advertising practices of their rooms and accommodation services.
About Marriott International, Inc.
Simply referred to as the Marriott in this feature, Marriott International, Inc. is a diversified multinational company that manages a large portfolio of hotel chains and accommodation services.
The company was founded in 1927 by J. Willard Marriott and is now headed by Arne M. Sorenson.
Headquartered in Bethesda, Maryland, the Marriott has recorded a revenue of $10.57 billion in 2020, a significant decrease from $20.97 billion the year prior.
Editor’s Note on Marriott Nationwide Dip Pricing Class Action Lawsuit:
This feature is published to give you an update of the latest nationwide class action lawsuit the Marriott is facing for its illegal dip pricing tactics aimed at unknowing customers.
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