
When it comes to shopping for travel, the price that catches your eye is not always the price you pay. And rarely is it lower than advertised.
Hotwire.com is a site that offers discounted airfares, hotel, and car reservations by not disclosing what airline, hotel or car rental agency you are contracting for until after you pay. (It is like Priceline without the price guessing games.)
On it website, Hotwire advertised car rental rates as low as “$13.95 with no hidden fees.” Just beneath that it listed Boston with rates as low as $5.95. What a deal!  Clicking on that link brings up the typical pricing form where you enter dates of travel.
For a one day rental from March 28 to March 29, the system returned the following price:

Yes, it is $3 higher than the lowest price, but it still a great deal. The asterisk after “$8.95 per day” goes to this:
*MOUSE PRINT:Â
* Rates are shown in US dollars. Total cost for Hotwire Discount rates includes applicable tax recovery charges and fees.
Indeed, this is more good news — $8.95 is price you really pay. Or is it?
*MOUSE PRINT: On the next screen, the truth is revealed:

Adding the taxes and fees makes the total cost of the car triple the advertised price!
Unfortunately, the problem of advertising incomplete prices is not limited to Hotwire. Most car rental companies, airlines, cell providers, and cable companies attract you with seemingly low priced packages only to relegate to the fine print or your first bill what the true total and complete price really is.
All these services have extraordinarily high fees, charges, and taxes added to the promoted price which can bring the total to 30%, 40% or more than advertised. Here’s a novel idea: companies should make the price you see be the price you pay!Â
