When it comes to Orbitz Total Price Hotel, you can lead online travel agencies to water, but you can’t make them drink.
Six months ago, Orbitz introduced this new mode of displaying hotel pricing, where consumers view the base rate plus “taxes and fees” up-front, but none of Orbitz’s OTA competitors has copied this bow to transparency.
For years, OTAs have played bait and switch with consumers on hotel pricing because travelers only learn the true cost of the room, with booking fees tacked on, when they are ready to book. Comparing base rates doesn’t really tell the story.
Addressing a gaggle of bloggers at an Orbitz bloggers’ summit in its Chicago headquarters last week, Orbitz Worldwide CEO Barney Harford said, “I am a little surprised” that no competitor has matched Total Price Hotel.