Flights of fancy

2008-11-24 08:21

Chris Moerdyk

Is it just me or is there anyone else who thinks that a lot of travel agents and tour operators think we are completely stupid?

After all, people who can afford to travel overseas or even locally these days are surely worldly wise enough to understand the basics of getting from A to B.

So, why do agents and tour operators keep quoting us prices in big bold letters and then tell us in very tiny print somewhere that those prices don't include airport taxes, actual airfares and all sorts of other things from meals to transfers and visa fees.

Are they that stupid that they don't realise we're going to be seriously annoyed when they advertise a fun-filled holiday for R15 000 and then later on or in small type hidden away somewhere, explain that its not actually R15 000 because when you add the airport taxes and other bits and pieces the actual price is probably R17 000?

It's not as though customers have any option. You can't opt out of paying airport taxes. You either pay up or you don't go.

So why not come clean and just give the whole damn price right from the start?

Because maybe there are other people like me who simply do not and will not travel with any agency or tour operator that -hides? these extras.

Why? Because I don't trust anyone who skulks behind fine print.

Full price

So, I only take an interest in ads that show fully inclusive prices first time off.

Of course, I know what all these people are doing. They're following the example of the retail trade and others who advertise things for R2.99 instead of just saying R3. From a marketing perspective that still works, as long as one is working with relatively small numbers. But, offering a Lounge Suite for R13 999 instead of just saying R14 000 is pointless. The point is, even that is a full price. No one else hides part of the cost.

Now, of course all the travel people are going to say that they cannot be precise about things like airport taxes and that's the reason they show them separately. Ok so why show them so damn small when you do? And you all do. But there are a few who don't and do show the full price. So how do they do it?

Frankly, I think this is more of a cop-out that a plausible reason.

The other thing that I find incredibly insulting is when a tour operator offers a package for say R30 000 and then proudly goes onto say that the deal includes a free travel bag. For crying out loud - who on earth would choose between one R30 000 package tour and another just because you get a free travel bag that probably doesn't cost more than about 200 bucks?

It's like those idiots who offer to give you a "free quote" on something.

They all live in a marketing cloud-cuckoo land.

Send your comments to chris.

Disclaimer: News24 encourages freedom of speech and the expression of diverse views. The views of columnists published on News24 are therefore their own and do not necessarily represent the views of News24. News24 editors reserve the right to edit or delete any and all comments received.

- News24