The Internet travel company will modify its hotel price display to improve brand loyalty.
Wired PR News – Orbitz Internet travel company is utilizing a new strategy in an effort to increase brand loyalty. As reported by Reuters, Orbitz has announced that it will begin displaying taxes and fees in addition to base rates for hotels on Wednesday in consideration of customers who are price conscious in times of a recession.
Barney Harford, Chief Executive of Orbitz, is quoted in the report as stating to Reuters, “Websites have consistently shown prices to consumers in the hotel area that do not represent the total amount of money that the customer is going to pay… So on a search results page, you’ll only be shown the base rate, and the base rate is not what you’ll pay to stay in a hotel… In addition to the base rate, you’ve got to pay taxes and fees.”
Forrester Research analyst Henry Hartevedlt is quoted as stating of the change, “To my knowledge they are the first travel agency that will offer this. It is certainly a very customer-friendly move.”