Several years ago, legislation was conceived to control how Canada airlines marketed ticket prices to the public. The final cost of a ticket can often be twice as much as the advertised base fare, and the lack of transparency had created consumer backlash.
Our counterparts in the United States have gone one step further, requiring changes to how airfare, vacation and certain cruise packages are listed on Travelzoo.com and other websites. The change is part of a Department of Transportation (DOT) effort to provide more transparency for the consumer on travel costs.
Recently, the Conservative government announced these changes will go into effect by Christmas -- almost four years after the law had received Royal Assent. Advertisers keen to market seat sales through online promotions and print advertisement will soon be required to list the final cost of each ticket, including all taxes and fees.
With change on the horizon, several airlines have already changed how they are displaying their prices by advertising the full price of these fares. Both Porter Airlines and Air Canada began showing their fares on their own sites and on Travelzoo with all taxes, surcharges and mandatory fees included.