Travel rated second worst offender for ‘misleading pricing’, but change is coming

Travel rated second worst offender for ‘misleading pricing’, but change is coming
Sofia Geraghty
By Sofia Geraghty


You might have heard of greenwashing, but have you heard of consumer-washing? Probably not, but you’ll be familiar with it.

Consumer-washing is the practice of ‘misleading’ consumers when it comes to pricing. It is when customers are attracted to buy at a great price, only to find out that, once they have gone to the checkout, their great price has been rendered obsolete by a number of asterisks.

Well according to global tech company Travelport, travel is pretty bad at consumer-washing. In fact, travel comes only second to credit card companies, with nearly half (44 per cent) of surveyed consumers ranking airlines, hotels, and travel companies as major offenders (credit card companies were at 45 per cent).

However, according Travelport’s latest Travel Trends 2025 report, this is all set to change as people are “tired of paying penalties and charges for things that should be freebies”.

Radical pricing transparency is speculated to be one of the big trends for the travel industry in 2025. But it is not the only one, here are the other trends which Travelport speculates will be defining travel:

Disruptors delivering simplicity will outpace the laggards

Fintech disruptors have reshaped banking, with 47 per cent of consumers agreeing they’ve made personal finances easier to manage. However, the travel industry lags behind. Over half of consumers (56 per cent) report that airline offers have become more confusing over the past decade.

To match fintech’s success, travel brands must embrace agile, API-led technology that enables seamless integration of new content, data, and features. Those who simplify the shopping experience will stand out in a crowded market.

Distribution partnerships drive consumer growth

The overwhelming number of content options across industries has led to choice overload. In streaming services, for example, 56 per cent of consumers feel overwhelmed by the amount of content available on traditional and streaming channels, and 75 per cent would prefer one bundled subscription.

Travel is no different. Forward-thinking companies are forming unconventional partnerships to meet consumers where they shop. For example, low-cost carriers (LCCs) are opening up their content to travel retailers, recognizing that a multi-channel approach simplifies the consumer experience while driving loyalty.

Travel subscriptions gain traction

Travelers are increasingly turning to subscriptions. Online travel agencies (OTAs) like eDreams ODIGEO have demonstrated the potential of this approach, boasting more than 6.5 million Prime subscribers. Its subscription model is currently the company’s largest contributor of revenues and margins.

1 in 3 consumers (35 per cent) surveyed said that they would consider a travel subscription in 2025, highlighting that this business model is primed for growth. Benefits such as convenience, cost savings, and exclusive perks make subscriptions a compelling alternative to traditional loyalty programs.

AI raises the bar for travel retailing

AI adoption is accelerating, with 58 per cent of people using AI in their personal or professional lives. Travel ranks in top three industries for AI trust, with 42 per cent of consumers trusting travel brands to use AI responsibly. In fact, 80 per cent of frequent travellers already feel comfortable using AI for trip planning.

AI-driven tools will revolutionise travel retailing in 2025, from predicting travel behaviour to curating personalised offers. For agencies, AI will simplify managing multi-source content and enable more effective customer service and upselling.

Jen Catto, chief marketing officer at Travelport said the research shows that things have reached a tipping point within travel.

“Consumers are clear about what they want from the travel industry: simplicity, transparency, and trust,” she said. “Our latest research shows that travel has reached a tipping point. Modern retailers who embrace radical transparency, adopt AI responsibly, and deliver streamlined experiences will thrive in this evolving landscape.”

Latest News

  • Famil

TravHost launches expert hosting service to transform industry famils

TravHost offers a pioneering service bridging the gap between media professionals, travel agents and tourism organisations, addressing the demand for exceptional famil hosts. Founded by seasoned travel media professionals Fiona Harper and Carolyne Jasinski, TravHost is poised to revolutionise the way tourism organisations and travel companies approach famils. With decades of experience in tourism and […]

  • Tour Operators
  • Travel Agents

Book big and bag a spot of the TTC Tour Brand’s Top Achievers’ Famil

TTC Tour Brands’ Top Achievers Famil incentive is back, rewarding top-selling agents with the chance to embark on an unforgettable trip to a destination that remains a secret – for now. Agents who have sold any Luxury Gold, Insight Vacations, Trafalgar, Costsaver and Contiki, from 1 December 2024 to 14 March 2025, go into the […]

  • Business Travel
  • Conferences

New Zealand International Convention Centre to open in February 2026

The New Zealand International Convention Centre (NZICC) has announced it is opening its doors to New Zealand and world conferences and events in February 2026. The long-awaited NZICC is set to transform New Zealand’s conference and events industry, boosting visitation and the wider economy with its world-class facilities. Located in the heart of Auckland’s CBD, […]

  • Cruise
  • Events

AmaWaterways invites AU/NZ travel trade to An Evening with AmaWaterways events

AmaWaterways has announced the dates of its upcoming An Evening with AmaWaterways events for travel advisors, just over a year after it entered the Australian and New Zealand markets. Dedicated to travel advisors, the events will be held in six cities and will be hosted by AmaWaterways’ regional sales managers, plus feature a presentation from […]

  • Destinations
  • Tourism

Mooloolaba cruise season boosts Sunshine Coast tourism and trade

Mooloolaba is set to welcome a series of cruise ships through February and March 2025, significantly boosting local businesses and tourism to the Sunshine Coast. Their arrival is expected to create a vibrant atmosphere and provide a substantial economic uplift to the region. Viking Sky kicks off the season on Sunday 8 February, with 930 […]

  • Food & Beverage

Little Pete Brewing opens first of its kind open-air bar

Little Pete Brewing has opened a new open-air bar at 543 Step Rd, Langhorne Creek, a must-visit South Australia destination for a drink with a view. The first-of-its-kind open-air bar sits on 8ha, surrounded by vineyards and paddocks, with the Bremer River flowing nearby and framed by majestic ancient river red gums. “We always felt […]

  • Events

CENTREPIECE is set to make a splash at AIME 2025

CENTREPIECE is set to make a splash at AIME 2025 with a one-of-a-kind activation that showcases their world-class event capabilities to inspire event planners and decision-makers. CENTREPIECE is located in the heart of Melbourne & Olympic Parks, Victoria’s epicentre for live sports and entertainment and home to world-renowned venues including Rod Laver Arena, AAMI Park, […]

  • Destinations
  • Tourism

NYC Tourism + Conventions announces two exciting new events

NYC Tourism + Conventions has announced ‘NYC Off-Broadway Week 2025’ and ‘Value Family Activities’ events lined up for this year. NYC Off-Broadway Week 2025 2-for-1 ticket sales for this event have begun with this season’s program featuring 29 Off-Broadway performances, including 18 new participants. The twice-yearly program runs from 17 February through 9 March with […]

  • Events
  • Tourism

Jeju wins bid to host 2028 Asia-Pacific Microscopy Conference

The Korea Tourism Organization (KTO) has successfully secured the 14th Asia-Pacific Microscopy Conference (APMC14) for Jeju in November 2028. This was achieved in partnership with the Korean Society of Microscopy, Jeju Special Self-Governing Province, Jeju Convention Bureau, and Jeju International Convention Center. Korea was selected as the final host after strong competition at the 13th […]

  • Cruise
  • Food & Beverage

Oceania Cruises sets new standard for onboard dining: one chef for every 10 guests

Oceania Cruises, renowned for The Finest Cuisine at Sea, has set a new standard for onboard dining with an exquisite new menu evolution in The Grand Dining Room. Launching on its newest 1,200-guest ship, Allura, in July 2025, the reimagined menus introduce over 270 brand-new recipes, from curated Signature Eggs Benedict breakfast selection to a chic French […]