In recent years, several leading online travel agencies, have faced mounting legal and public scrutiny for using deceptive marketing practices, including fake discounts, incomplete pricing, and manufactured scarcity cues. These tactics—while designed to boost bookings—have backfired, triggering lawsuits, heavy fines, and a crisis of consumer trust.

Consumer Impact

• Overpay for accommodations and transport.

• Make rushed booking decisions without proper comparison.

• Lose trust in online travel brands.

1. Transparency Wins in the Long Run – Honest, all-inclusive pricing builds repeat customers.

2. Avoid Manipulative UX – Scarcity cues and countdown timers should reflect reality.

3. Compliance Is Non-Negotiable – Regulatory action can be costly both financially and reputationally.

4. Trust Is a Brand Asset – In a competitive market, credibility can be more valuable than a temporary bump in conversions.