Why is it still difficult to compare travel prices? – A Travel Enthusiast’s Perspective

The Biden administration has taken notice of a persistent frustration in the travel industry: the difficulty in comparing real prices between travel products. The issue of “junk fees” has plagued travelers for years, with airlines collecting billions in ancillary fees annually. Despite the massive revenue generated by these fees, third-party booking services like Google Flights, Expedia, and Kayak have yet to devise a way to accurately compare the total cost of flights, hotels, and rental cars.

The lack of transparency in pricing has left travelers feeling frustrated and confused. Budget airlines often advertise low fares only to tack on exorbitant fees for checked bags, seat assignments, and other amenities. This pricing opacity makes it nearly impossible for consumers to make informed decisions when booking travel.

The global online travel agency market is valued at over $500 billion, presenting an enormous opportunity for a platform to solve the price transparency problem. If a booking service could provide accurate total costs upfront, it would revolutionize the industry and empower consumers to make better choices.

In the meantime, budget-minded travelers are advised to do their homework and compare total costs across different airlines and fare classes. By adding up fees for checked bags, seat assignments, and other preferences, travelers can get a clearer picture of the true cost of their trip. While this process may be tedious, it is necessary until online booking platforms improve their pricing transparency.