What is drip pricing?
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The Trick: Why does a $99 hotel room become $140 at checkout?
Mandatory fees are revealed only at the end. Showing a low headline price and adding "resort" or "service" fees later is called drip pricing. Source: Wikipedia – Drip pricing
Why It Works: Why don't people just walk away at checkout?
They've already invested time and committed in their heads. By checkout you've chosen dates, rooms and seats. Starting over feels like a loss, so you pay. Source: Wikipedia – Drip pricing
How to Spot It: How do you beat drip pricing?
Compare only all-in totals on the final screen. Take each option to the last screen before comparing. The headline price is marketing; the total is the price. Source: Wikipedia – Drip pricing