Luxury Lodge Estates censured over misleading investment claims in Sunday Times advert

The Advertising Standards Authority (ASA) has upheld four separate complaints against an advert placed by Barry Hurley’s Luxury Lodge Estates Company.

The ruling has said that the promotion—published in the Sunday Times Magazine—was misleading and breached multiple sections of the UK advertising code.

The advert, which ran on 17 June 2024, invited readers to “own a luxury coastal lodge” and “invest from £295,000,” promising a return of “up to £83,454 over two years guaranteed return based on historical success.” It also touted “guaranteed returns” through a subletting plan, without outlining any associated risks, fees or conditions.

The ASA investigated four specific concerns raised by a former Seasons Holidays timeshare owner, all of which were upheld:

Misleading financial claims – The claim of “guaranteed” returns was found to be misleading, particularly as the ad itself stated they were “based on historical success,” which undermines the promise of a true guarantee.
Failure to highlight investment risks – The advert omitted any reference to the potential risks involved, a significant breach when promoting a high-value financial commitment.
Unclear explanation of income versus investment return – The ASA found that the ad failed to make clear that the advertised “return” related to subletting rental income, not capital growth or investment value.
Lack of transparency on fees and charges – It also did not disclose that additional fees and charges applied, which could significantly impact the actual return.

In its ruling, the ASA described the advert as “ambiguous,” “misleading,” and repeatedly stated that key elements “were not made sufficiently clear.” The phrase “breached the Code” appeared three times in its detailed multi-page assessment.

The ASA concluded that the advert should not appear again in its current form and issued a raft of correctional instructions to Luxury Lodge Estates.

A pattern of controversy

Luxury Lodge Estates Company Ltd was founded in 2015 and operates in the high-end holiday park sector. Its sole director, Barry Thomas Hurley (pictured), is also behind Seasons Holidays PLC—a timeshare firm previously accused in national media reports of forcibly removing long-term owners from properties such as Slaley Hall in Northumberland. These same lodges have since been remarketed as luxury properties through Luxury Lodge Estates.

Both companies have faced ongoing allegations regarding questionable contracts and sales methods, echoing historic criticisms of the timeshare industry.

Industry reaction

Greg Wilson, CEO of European Consumer Claims (ECC)—a leading organisation in consumer rights for the lodge and timeshare sectors—strongly backed the ASA’s findings.

“Our experts at the Holiday Park Advice Centre fully agree with the ASA’s ruling,” he said. “Advertising that is unclear, misleading, and code-breaching—especially when it involves hundreds of thousands of pounds—is completely unacceptable.”

Wilson warned that the holiday park sector is “rapidly gaining the same toxic reputation that plagued the timeshare industry for decades,” adding: “Park operators can charge more than timeshare vendors, yet face far less regulation. That’s a problem for consumers.”

What this means for buyers

The ruling raises serious concerns about the transparency of lodge and holiday park investments, especially those presented as property-backed or income-generating opportunities.

Potential buyers are urged to exercise caution and seek independent legal or financial advice before committing to high-value investments in leisure properties.

Anyone who believes they’ve been misled or mis-sold by a holiday park or lodge company may be entitled to compensation. According to ECC, skilled legal professionals are increasingly successful in helping clients recover funds from misleading or unfair sales practices.