travel

Booking a flight? Airlines will hope you don't read this.

If you're planning your next holiday, we've got some news that will make your blood pressure spike faster than airline prices during school holidays.

New research shows airline booking sites are using sneaky psychological techniques that are costing Australian travellers an eye-watering average of $1,133 extra per booking.

And, well, isn't that just dandy?

A study by UX design agency Tenscope dug deep into the booking processes of major airlines and platforms and uncovered seven "dark patterns" that consistently influence customers.

Watch: Mamamia's etiquette guide to modern travel. Post continues after video.


Video via Mamamia.

The research looked at both domestic and international flights, and found these tactics are causing Australian travellers to pay an average of 81 per cent more.

In the most extreme cases, savvy Aussies could save over $1,500 on a single booking just by knowing how to avoid these techniques.

So, what exactly are these "dark patterns"? Allow us to explain.

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The 7 tactics airlines use to boost your booking cost.

These tactics range from subtle nudges that influence seat selection to time-pressure techniques that make you feel like you're racing against the clock.

1. False scarcity.

You know that moment when you see "only two seats left" flashing next to the pricier fare option and suddenly feel rushed? Airlines use these scarcity warnings to create urgency, which in turn makes you think the deal will vanish in seconds.

The reality?

They've usually got more seats available than they're showing. It's designed to trigger your FOMO and encourage you to make decisions faster than you can think them through.

2. Artificial urgency.

Nothing says "hurry up" like a ticking countdown timer claiming you've only got minutes to "guarantee your fare." These timers create a sense of urgency designed to make you feel time pressure.

The truth is, flight prices are typically held for much longer than these countdowns suggest.

In many cases, the same fares are still there even after the timer expires.

3. Social proof influence.

"161 people are currently looking at this flight."

These messages are designed to make you feel like you're competing with other travellers for the same seat.

These numbers are often inflated or generated to create a sense of competition. The goal is to make you feel like you need to act quickly to secure your spot.

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4. Aggressive upselling pop-ups.

Just when you think you've made your choice, a full-screen pop-up appears, highlighting everything your original selection doesn't include. These interruptions are designed to make you reconsider your choice.

They'll show everything you'll "miss out on" with basic fares using red X's and negative language. Meanwhile, the upgrade options get bright colours, tick marks, and "recommended" badges.

The upgrade button is always bigger, brighter, and more prominent than the option to continue with your original selection.

Knowing what not to do when booking a flight could save you a small fortune. Image: Getty.

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5. Bait-and-switch pricing.

Some booking sites display attractive "bargain fare" prices without revealing details like which airline you'll actually fly with, specific flight times, or conditions until after you've started the booking process.

You see the low price, think you've found a great deal, and only discover the full details after you've invested time in the booking process. By then, you might find yourself with less convenient options than expected.

6. FUD warnings (Fear, Uncertainty, and Doubt).

Airlines present their cheapest fares with intimidating warning boxes that make basic options sound quite limiting. These messages list every possible restriction in concerning detail.

They'll present "no group seating" and "no carry-on bag" as significant inconveniences, when many passengers would be perfectly comfortable with these limitations.

7. Forced choice.

Instead of letting you skip extras you don't want, airlines require you to actively engage with every upsell option. Want travel insurance? You can't just ignore it - you have to explicitly say yes or no.

This creates additional steps in the booking process and encourages you to consider purchases you never intended to make. Many people will simply click "yes" to move through the process more quickly.

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5 ways to avoid these airline tricks.

We're not about to drop a problem without the solution, so here's how to save money when booking flights.

1. Use incognito mode.

Browse in private mode to prevent airlines from tracking your search history and potentially adjusting prices based on your demonstrated interest in specific routes.

2. Refresh before deciding.

Hit that refresh button to reset scarcity badges and countdown timers. You'll often find the same availability and prices are still there despite the urgent messaging.

3. Use meta-search engines.

Sites like Skyscanner, Kayak, and Google Flights show you straightforward fare comparisons without the additional persuasion techniques found on airline websites.

4. Time your check-in strategically.

Budget airlines often assign less desirable seats to basic fare passengers, hoping you'll pay to change them. Wait until online check-in opens (usually 24 hours before departure) when better seats often become available at no extra cost.

5. Always review total costs.

Don't focus solely on base fares. Scroll down to see the complete price including all fees before comparing options. Airlines often reveal the full cost only at the final step.

Feature Image: Tiktok: @cocobeautea/Pinterest: Antonia Guerra.

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