Nearly half of major hotel chains are breaching government guidelines and advertising rules by not including VAT in headline prices online. The study by Which? Travel found that 11 out of 24 chains did not include VAT - which adds 20 per cent - in their headline website prices, only revealing the true cost further into the booking process or just before customers came to pay. According to the consumer group this breaks pricing guidelines set by the government. The Department of Business, Innovation and Skills, states that consumers should be given prices including VAT. They must be displayed ‘prominently’ so that consumers can see them easily.....Read more here: Hotel chains ignoring government rules by not including VAT in prices online, says Which?