Domestic air travellers are increasingly frustrated by what they describe as manipulative tactics, or ‘dark patterns’, used by airlines during the booking process. A recent survey conducted by LocalCircles sheds light on these deceptive practices, revealing how they impact passengers and inflate fares.
The survey indicates that many airline websites and mobile applications employ various ‘dark patterns’ to mislead consumers into paying higher fares or incurring additional costs. These tactics include “forced action,” where users are pressured into making decisions quickly; “drip pricing,” where the total cost is revealed in increments; “false urgency,” creating a sense of urgency to rush purchases; and “basket sneaking,” where services or charges are added to the booking without explicit consent.
According to the survey, 72% of respondents have encountered a situation where airfares increased if they searched for flights multiple times within a session. This practice, often termed “dynamic pricing,” exploits consumer behaviour to maximise revenue. Additionally, 62% of respondents reported experiencing a false sense of urgency on booking platforms, which is designed to pressure them into completing their transactions more swiftly. A significant concern highlighted by the survey is the prevalence of hidden charges. Many consumers are frustrated by the fact that additional fees are not disclosed until the final stages of payment, creating a misleading view of the actual cost. Furthermore, 40% of respondents have faced “basket sneaking,” where extra services or products are added to their cart without their explicit approval.
The findings underscore a pressing need for regulatory intervention. The Department of Consumer Affairs (DoCA) has recently discussed integrating the National Consumer Helpline with the Air Sewa Portal to enhance support for travellers. In November 2023, the Central Consumer Protection Authority (CCPA) issued guidelines prohibiting 13 specific dark patterns, aiming to curb these deceptive practices. The survey results highlight the urgent need for both consumer awareness and regulatory action to ensure greater transparency and fairness in the airline booking process. As regulatory bodies take steps to address these issues, the focus will be on compelling airlines and booking platforms to amend their practices and provide a clearer, more honest booking experience for consumers.
