In an era where online platforms dominate the travel booking landscape, consumers often rely on checking multiple sites to find the best deal.
One report revealed, 77 percent of travelers considered online booking to be the most important factor for their holiday booking experience. Almost every website uses cookies, to remember important details about you and your preferences. And a recent survey revealed that while 81 percent of Americans are concerned about how websites use their data, nearly half still accept all cookies on a website.
And it seems these concerns could be valid, as new research from web hosting service provider KnownHost reveals that holidaymakers doing research online may pay a hefty price for their search history. Knownhost’s study shows that cookies can influence the price of your vacation– often costing holiday-goers hundreds of extra dollars.
KnownHost analyzed the cost of a trip for two from New York to Los Angeles in July on 30 different travel booking websites using two distinct Google Chrome accounts. One account retained its cookies and cache, mimicking the experience of a regular user.The second Google Chrome account had its history, cache and cookies cleared to represent a fresh user experience.
The study then compares the cost of booking the trip on each of these accounts, to highlight how much prices are increased for users based on their cookies and search history.
Booking.com was the most visited travel and tourism website in the world, in September 2023, with over 554.5 million visits.
However, the study revealed that Booking.com has the highest average price increase for users who don’t clear their browsing history. There were 10 price hikes recorded on the website, with the average cost of the trip increasing by a staggering $254.20.
In second position, for the highest average price increase is Priceline.com. Our research showed that for users who hadn’t cleared their cookies or search history, the average price increase was $209.00.
Costco Travel has the third-highest average price increase for users who haven’t cleared their search history. Cookies and previous searches can result in travelers paying an extra $132.64 for their trip.
In fourth and fifth position respectively with the largest price increase are AA and American Express. Users on the AA website who haven’t cleared their search results could spend an average of $63.36 more on their trip.
American Express is one of the most popular travel websites in the US, but travelers who use the website could have an average price increase of $59.86 if they don’t clear their search history.
Travelers who are looking to save some extra cash by searching for the best deals online may be caught off guard by websites with the highest percentage price increases for repeat visitors.
Costco Travel, AA and American Express websites all had a 100 percent price increase for website users who hadn’t cleared their search history. This striking increase in prices indicates a strong use of search history to determine pricing on these websites.
For travelers, this highlights the importance of strategic browsing habits to uncover more favorable pricing options. Staying informed of the way data can be used to influence the pricing website visitors receive can also help ensure the greatest savings.
Here are some tips on how to ensure that your search history doesn’t impact the price of your holiday:
- Use Incognito:Most browsers offer an incognito mode that prevents the storage of cookies and browsing history. When you use this mode, websites are unable to track your previous visits or store cookies that could influence pricing.
- Regularly clear cookies:Clearing your browser cookies regularly can help reset your online identity and prevent websites from accessing past data to adjust pricing.
- Opt out of cookie tracking:Some websites provide options to opt out of cookie tracking. Look for privacy settings on the websites you frequently visit and adjust your preferences accordingly. However, keep in mind that not all websites offer this.
- Disable third-party cookies: Look for options that allow you to disable third-party cookies in your browser settings. While this may affect certain functionalities on some websites, it can prevent third-party trackers from gathering information about your browsing behavior.
Daniel Pearson, CEO at KnownHost commented: “For many website users, the most convenient option is to accept all cookies when browsing a new website.
“However, this study offers a shocking insight into how cookies and our search history can impact the costs of services and products.
“Savvy-savers should be sure to look at how their search history is used to determine pricing and look for ways to limit the impact of their history on their upcoming trip.”
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