Marriott now gives you the option to see all-in pricing when making a reservation earlier in the search process than the final payment screen. Are we supposed to cheer for what should have always been the case?
Oh, it’s good news. I’d even call it a step in the right direction. But this sort of transparent pricing should be required from the very start. It should be the default display. Always. All the time. So called “resort fees” or “destination fees” (more aptly named tax avoidance mechanisms) and even government taxes are part of the price.
How is it remotely reasonable to advertise a rate of $342, $224, and $166 when the actual rates are $459, $267, and $228?
Current default pricing display:
At least now you can click on the “show rates with taxes and all fees” button at the top of the search page and you’ll get an actual idea about the cost. This can greatly help in determining whether it makes sense to use points or not at any particular property.
Failing to display all-in pricing is deceptive pricing. Six years ago I made the same argument, stating “this is deception; bait and switch to get me to click through, knowing full well that had the real price been shown, I would not have clicked through.”
It was true then and is true today.
Pizza in Motion wonders whether “resort fees will take a back seat in the recession we find ourselves wading into.” I doubt it. That’s why we need more transparent pricing now.