No more hidden fees: show the real price first
Resort fees at checkout, booking fees on the last screen, mandatory charges in small print — UK law now treats unavoidable fees revealed late as unfair. Here is what to change.
By the Xuru Technologies team · 12 April 2025
Key takeaways
- The DMCC Act consumer rules in force from 6 April 2025 require unavoidable fees to be included in the headline price.
- Fees customers cannot avoid — such as mandatory booking or cleaning fees — should be shown upfront, not added at the end.
- Optional extras can still be offered, but must be clearly optional.
- The CMA can now fine businesses directly for breaches.
Nobody enjoys finding the "real" price on the last screen. Regulators now agree, and the practice carries real penalties in the UK.
What happened
As CMS explains, the DMCC Act brought new rules on price transparency into force, targeting "drip pricing" where mandatory charges are revealed during the buying process rather than in the headline price. Deloitte notes the CMA's new direct enforcement powers.
What it means for hospitality
- Hotels and holiday lets: mandatory cleaning, resort or booking fees belong in the price shown first.
- Restaurants: be clear about any compulsory service charge before ordering; discretionary tips should remain clearly optional.
- Venues and events: unavoidable booking fees should be part of the ticket price displayed.
- Booking engines: check how your third-party system displays prices — you are still responsible.
Website checklist
| Page | Check |
|---|---|
| Room or ticket listings | Headline price includes all unavoidable fees |
| Menus | Compulsory service charges stated clearly |
| Checkout | Total matches the price first shown, apart from chosen extras |
| Ads and social | Prices in promotions follow the same rules |
US businesses face similar rules — see our hotel junk fee compliance service.
Frequently asked questions
Can I still charge a booking fee?
If it is unavoidable, include it in the price you show upfront. Optional services can be added later if clearly optional.
Are taxes included?
Prices shown to UK consumers should generally include VAT and other unavoidable charges. Take advice for your specific situation.
What if my booking engine shows fees at the end?
Ask your provider to change the display, or switch to one that supports all-in pricing. You remain responsible for how prices are shown.
Clear prices build more bookings.
We review and fix booking and ordering flows so the price guests see first is the price they pay.
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