While Oasis have been delivering a PR masterplan over the past week (until ‘dynamic pricing’ reared its head), the band’s long-awaited reunion has not resulted in positive coverage for everyone.
The cleverly orchestrated speculation and anticipation surrounding the estranged Gallagher brothers putting their differences behind them created a media and social media frenzy.
But as soon as the reunion tour dates were confirmed, two hotel chains found themselves at the centre of stinging headlines and a social media backlash.
What’s the story?
Well, Maldron Hotels and Holiday Inn have been accused of trying to “cash in” on the summer’s feel-good story.
Sacha Lord, the night-time economy adviser for Greater Manchester, posted on X that he had been contacted by “several people” who were told by the chain the rooms they had booked in its hotels in the city had been cancelled following a “computer error”.
And he claimed the rooms were later "back up for three times the price".
Hey @MaldronHotels.
— Sacha Lord (@Sacha_Lord) August 27, 2024
I'm being contacted by several people who booked your hotel for the Oasis concert, to say their rooms have just been cancelled and are now back up for three times the price.
I'm sure this is a "computer error"... easy to correct.
Do the right thing.
The post saw several other X users report the same issue with the company that runs two hotels in Manchester.
One fan who initially secured a room for around £90 told the BBC that when he saw the cancellation email, he could find the same room advertised online for £350.
That account, and others like it, have led to stinging headlines:
Oasis reunion: Maldron Hotels accused of cancelling booking on concert night before 're-listing room for higher price' Sky News
Manchester hotel accused of cashing in on Oasis reunion gigs as guests have bookings cancelled Independent
Hotel chain denies reselling rooms booked by Oasis fans BBC News
SOME MIGHT STAY Outrage as Manchester hotel cancels bookings on Oasis concert dates due to ‘glitch’ then relists them for ‘triple price’ The Sun
I had my Maldron hotel booking for Oasis cancelled - now prices are so dire we have no way to get home LBC
Some might say ‘damning stuff’. And with some disgruntled customers vowing not to book with the chain again and others threatening a boycott, the reputational hit is unlikely to just slide away.
Additionally, Manchester City councillor Pat Karney told BBC Radio Manchester he would ask Trading Standards to investigate what had happened, saying: “There’s no justification for ripping off people.”
How has the hotel chain responded to the story?
Well, it issued a wordy statement. It said: “Due to a technical error with our booking system on 26 and 27 August 2024, substantially more rooms were booked than were available for the nights of the Oasis concerts on 11/12/19/20 July 2025 at Maldron Hotel Manchester City and Maldron Hotel Cathedral Quarter.
“As a result, we are unable to honour all bookings made on these dates, and we are actively engaging with customers regarding their bookings.”
It added: “The hotels are currently not taking any bookings while we investigate the issue. This is not an attempt to resell rooms at inflated prices, rather an overbooking issue due to a technical error with our booking systems.
“Additionally, due to the same technical error, a small number of customers were able to book the rooms at a higher price later that evening. We will also be unable to accommodate these bookings.
“We will be honouring all bookings made prior to 26 August. We sincerely apologise for any inconvenience caused.”
Statement regarding Maldron Hotels Manchester City & Manchester Cathedral Quarter, 28th August. pic.twitter.com/1BmvkeD3hD
— Maldron Hotels (@MaldronHotels) August 28, 2024
It’s not great, is it?
As we stress during our crisis communication courses, people want to know you care. They want to see you understand the impact of what has happened. Using dry language and sticking a ‘we apologise for any inconvenience’ line at the bottom of the statement does not show compassion.
The statement should have begun with a meaningful apology - containing emotional, human language - and then looked to explain what had gone wrong.
I understand why they have done it. But highlighting the claims about ‘reselling rooms at inflated prices’ to rebut them is another error our crisis media management training could have helped them avoid.
Such has been the fallout, a quote from someone senior would have also helped show the situation is being taken seriously and managed by those at the top of the organisation.
Disabling comments on the post on X suggests the company felt the statement would not land well with music fans.
Meanwhile, the Holiday Inn in Edinburgh has also been at the centre of some uncomfortable PR after a social media user shared how much prices had soared around the time the band is due to play in the city.
A week before the gigs, a room cost £319 a night. According to a shared screenshot, two nights during the concerts would set you back £1,299. Ouch.
Excellent news. If you want to see Oasis next year in Edinburgh, during the fringe. You can have two nights at the holiday inn express for just £1,299!!! Woohoo. pic.twitter.com/9znT9Le8cu
— Mick Ferry (@MickFerry) August 27, 2024
A short time later, the price increased to £1,469. It would be hard not to look back in anger at that hike.
Oasis reunion: Edinburgh Holiday Inn deemed 'thieves' for charging £1469 The National
The hotel chain does not appear to have responded to the backlash on social media or in the stories – not an approach we would recommend.
It describes itself as “one of the most iconic and trusted brands in the world”. But it may find that trust has just taken a bit of a hit after upsetting fans of one of the biggest bands in the world.
Like Maldon Hotels, it must be hoping the damage doesn’t live forever.
Media First are media and communications training specialists with more than 35 years of experience.
We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
Click here to find out more about our crisis communication training courses.
