The truth behind why holiday cottage discounts are not all they appear to be

A holiday lettings company boasting a database of more than 8,000 cottages across the UK and Ireland has been accused of artificially inflating its prices to lure customers in with discounts that do not exist.

Cottage owners have said that Sykes has been advertising their accommodation at prices as much as 51 per cent higher than they desired, and have rounded on the company for not sticking to an agreed price.

One owner with a let in Cumbria that normally rents for £528 a week was horrified to see on the Sykes website that it was being advertised as discounted from £1,067.

“I’m worried that although customers might feel like they have got a bargain, upon visiting the property they won’t believe it is value for money and leave a negative review. With so much competition in the area we really depend on our reviews,” the owner, who wished to remain anonymous, said.

Another, who has a property in Norfolk, told Telegraph Travel that a two-bed cottage that should cost £415 a week was being advertised as such, but reduced from £818, implying a saving of 49 per cent.

The owner, who did not wish to give their name, said it was “outrageous”: “It's setting owners up to fail. It's an artificial saving as Sykes are implying that the customer will receive a substantial discount but it’s simply dishonest and unethical.”

The confusion led to a council tourism officer to issue a call for clarity from the holiday lettings website.

Chloe Griffin, tourism officer at Broadland District Council in Norfolk, said: “I would suggest all holiday cottages should make sure that the promotion and advertising of their property is clearly laid out in the contract they hold with agencies so that there is no miscommunication on prices, and clear guidance to customers.”

Sykes said that the discounts were down to a computer algorithm calculating prices across two weeks, but have since suspended the savings feature after receiving complaints from “a handful of customers”.

A spokesperson for the company said: “Having taken feedback on board we have now disabled the automated savings feature on the website so this is no longer displayed. We will of course continue to offer sales promotions in partnership with our owners where savings will be shown.

“We pride ourselves on offering our customers and property owners the very best value and service when booking or listing a property with us and are sorry if the new feature caused any confusion or concern.”