The words All-inclusive are a powerful marketing tool which is used by many tour operators, accommodation providers and cruise lines.
So what does a traveller think when they read this in a brochure which is labelled All-Inclusive : WHAT'S INCLUDED? Coach travel throughout ... Six nights dinner, bed and continental breakfast at the Hotel ...
Is lunch included?
According to a ruling by the UK Advertising Standards Authority, the traveller was entitled to expect that lunch was included because that was the overall impression given by the description.
The lesson is that to avoid giving a misleading impression, if lunch is not included then it needs to be specifically stated - Lunch is not included. If nothing is mentioned about lunch then it is misleading to not include lunch.