As the summer sun beckons and the allure of a well-deserved holiday grows stronger, many of us are scouring the internet for that perfect getaway deal. But before you click 'book now' on what seems like an irresistible offer, it's crucial to be aware of the sneaky pricing tactics that could see you paying more than you bargained for. Here at the Seniors Discount Club, we're all about helping you make the most of your golden years without falling prey to these traps. Let's dive into the world of 'drip pricing' and other deceptive practices so you can unlock the secret to a truly savvy summer holiday booking.

Drip pricing is a tactic that's as slippery as it sounds. Imagine you've found a fantastic deal on a hotel or flight, and you proceed to checkout, only to be met with a cascade of additional fees – from 'service charges' to 'resort fees' and the ever-vague 'taxes'. These unexpected costs can quickly turn a bargain into a budget-buster, leaving you feeling duped and out of pocket.


But why is drip pricing such a problem? It's not just about the surprise at checkout; it's about the psychological journey you've been led on. As consumers, we're more likely to commit to a purchase the further we've progressed in the buying process. By the time we see the final price, we're less inclined to back out, even if it's higher than we intended to pay. This means we could miss out on genuinely better deals elsewhere, all because a misleading headline price lured us in.


Australian Consumer Law clearly states that misleading consumers through advertising is a no-go. A company need not intend to mislead for it to be in the wrong—the mere act of enticing customers with a headline price that doesn't tell the whole story is enough to breach the law. This was highlighted in a landmark case where the High Court fined TPG Internet $2 million for advertising a broadband service at a price that was only available with an additional costly landline service.


But drip pricing isn't the only tactic to watch out for. Dynamic pricing can also catch you off guard. This involves prices changing in real-time based on demand, often as you're in the process of buying. While hotels and airlines have long used a form of dynamic pricing that's visible to consumers from the start, the more covert, point-of-sale dynamic pricing can create an 'unfair surprise' as prices escalate just as you're about to purchase.

So, how can you protect yourself from these pricing pitfalls? Here are some tips to keep in mind:

1. Slow Down: Don't let 'scarcity signalling' – like countdown timers or limited stock alerts – rush you into missing the fine print. Take your time to understand what you're paying for.

2. Document Your Journey: Take screenshots as you go through the booking process. This will help you remember the advertised deal and provide evidence if the final price doesn't match up.

3. Double-check: Review the final bill carefully before you hit 'pay'. Look out for any fees that weren't clearly disclosed upfront.

4. Speak Up: If you encounter misleading pricing, report it to your local Fair Trading Office or the Australian Competition and Consumer Commission (ACCC). Your vigilance could help prevent others from being misled.


Remember, the government is taking steps to address these unfair practices, but in the meantime, your best defence is to be an informed and cautious consumer.
As you plan your summer escape, keep these insights in mind. With some knowledge and caution, you can avoid overpaying and ensure your holiday is as relaxing and rewarding as it should be. Have you ever encountered these sneaky pricing tactics when booking a holiday? Share your experiences in the comments below – your insights could help a fellow senior avoid a costly mistake!