Now you know why online travel companies do so much A/B testing. The whole world seems to depend on whether a price disclosure is in a bold or light font. Fee transparency is being put to its own test in California.
HomeToGo plans to quash bait-and-switch pricing in the way it displays the total price of a short-term rental stay. But will consumers appreciate the effort if rivals' less-transparent prices appear lower?
California's bold move is forcing all U.S. based hotels to put all their cards on the table, setting a new standard for price comparison that will likely go national. Whether this leads to more competitive pricing or simply shifts consumer costs elsewhere remains to be seen.
On July 1, consumers will find out if cruise operators are going to stick with the spirit of California's new junk fee regulation: full price transparency.
The Senate Commerce Committee added a provision that would let customers receive automatic refunds whenever flights are significantly delayed or canceled.