Show the full price, taxes and fees included, on the first screen of your booking engine. Conversion does not fall because the number is high. It falls because the number changes.
Rafael Osborne (Profit Guest Services): in the engines I audit, abandonment clusters between the rate grid and the payment page, not on arrival. The guest priced one night and was asked to pay another.
Three steps
- Make the all-in nightly total the big number in the rate grid, with the pre-tax rate under it in smaller type. Guests compare the number that shouts.
- Give every charge a name next to that total: resort fee, cleaning fee, city tax, parking. A named fee is a service. An unnamed fee is a surprise.
- Carry the same total through every step, the confirmation email and the folio at check-out. One number, start to finish.
This also protects your direct channel. When an OTA discounts your rate on its own, compare all-in totals, not rates. Yours is visible from step one. Theirs shows up at checkout.
Does showing fees upfront cost you clicks? Some. You keep the guests who already accepted the real price, and those book.
This content was created with the help of artificial intelligence and reviewed by Rafael Osborne (Profit Guest Services) before publishing.
