'Drip pricing, false urgency, basket sneaking': How airlines use 'dark patterns' to fleece Indian passengers

Hyderabad: A new survey has revealed that over 6 in 10 airline passengers have encountered "dark patterns" while using airline websites and apps.

From sudden fare hikes to hidden charges and pressure tactics, consumers are facing a range of frustrating obstacles that are making the already stressful task of booking flights even more challenging.

A survey by LocalCircles revealed that the tactics including drip pricing, false urgency, and basket sneaking, are designed to manipulate consumers into paying more than they initially intended.

The findings highlight a gap between consumer expectations and the actual booking experience, raising questions about transparency and fairness in the airline industry.

Dynamic Pricing Tactics

One of the most common complaints from consumers revolves around the sudden increase in airfares during the booking process.

According to the survey, 72% of respondents who use airline apps or websites reported experiencing fare hikes if they searched for the same flight multiple times in a session. This practice, often seen as an attempt to push consumers into booking quickly, is a cause for concern. As some consumers noted, using an incognito browser or a different device often reveals the original, lower fare, suggesting that the airlines might be adjusting prices based on perceived interest.

False Urgency Pressures Consumers

The survey also highlights the frequent use of false urgency to compel consumers to make quick decisions.

About 62% of respondents indicated that they have encountered messages such as "only 2 seats left at this price," which later proved to be misleading or manipulative. This tactic, designed to create a sense of scarcity, often leads consumers to book flights hastily, sometimes resulting in non-refundable tickets that they might later regret.

Hidden Charges and Drip Pricing

Hidden charges, another prevalent issue, were reported by 62% of the respondents. These charges, which often include fees not presented upfront, only become apparent during the final payment stage.

Consumers have expressed frustration over the significant difference between the initially advertised price and the final amount they are required to pay. Many consumers have called for greater transparency, urging airlines to display the total airfare upfront, rather than surprising them with additional costs at the end of the booking process.

Basket Sneaking: Unwanted Add-Ons

The phenomenon of "basket sneaking," where additional services are automatically added to the consumer’s cart without their consent, was reported by 40% of the respondents.

Examples include add-ons such as meals, seat selections, or travel insurance, which are pre-selected and included in the final bill. This practice forces consumers to pay for services they might not have intended to purchase, leading to increased dissatisfaction.

Dark Patterns Across Different Airlines

The survey also identified specific dark patterns prevalent on the platforms of various airlines. For instance, Air India's platform was reported to have four types of dark patterns: False Urgency, Basket Sneaking, Forced Action, and Drip Pricing.

IndiGo's platform, the most frequently used given its large market share, was cited for practices including Basket Sneaking, Confirm Shaming, Interface Interference, and Drip Pricing.

Other airlines like Vistara and Akasa Air were also mentioned, with varying degrees of consumer complaints.

Regulatory Concerns and Consumer Protection

The Central Consumer Protection Authority (CCPA) had previously notified the prohibition of 13 types of dark patterns in November 2023, which include practices like false urgency, basket sneaking, and forced action.

Despite this, the survey reveals that these practices are still widespread. The results indicate a need for stricter enforcement of regulations to ensure that airline websites and apps provide a transparent and fair booking experience for consumers.

LocalCircles has announced plans to escalate the findings of this survey to relevant authorities, including the CCPA, the Department of Consumer Affairs (DoCA), and the Ministry of Civil Aviation, to prompt corrective actions.

Survey Demographics

The survey was conducted on the LocalCircles platform between May 1, 2024, and August 10, 2024, with participants validated as registered citizens of the platform.

The respondents included 64% men and 36% women, with 46% from tier 1 cities, 25% from tier 2 cities, and 29% from tier 3, 4, and rural districts.