The Drip

What it is

You’re shown a low headline price. Then, step by step, the extras appear: booking fee, service charge, delivery, “processing,” taxes, a cleaning fee, a seat. By the time you see the real price, you’re three screens in, card typed, already owning it in your head. Economists call it drip pricing, or partitioned pricing. Regulators in several countries have cracked down on it, because it works.

Why it works

Three things stack up. First, the low headline price becomes your anchor (see The Anchor, card 22). Second, you’ve invested time and effort, and walking away feels like wasting it (see The Sunk Cost Hook, card 68). Third, each fee looks tiny next to the price you’ve already swallowed. $4.50/€4.50 is nothing next to $89/€89. Five of them later, the “$89/€89 ticket” is $124/€124.

Spot it

• The headline price seems lower than everywhere else.
• New lines keep appearing as you move through the checkout.
• Fees with vague names: “service,” “processing,” “convenience,” “facility.”
• “Recommended” add-ons already selected (see The Pre-Ticked Box, card 33).
• The final total only shows up on the last screen, after you’ve entered your card.

Counter it

1. Judge only the final total. Go all the way to the last screen before deciding. Then compare that number, not the headline, with other options.
2. Use the “all-in” filter. Many booking sites have an option to show total prices including fees. Turn it on.
3. Do a quick per-unit sum. Divide the total by the number of nights, tickets or people. “$126/€126 a night, not $90/€90.” Now compare.
4. Notice your sunk cost. Ten minutes in line is gone either way. It’s not a reason to pay $40/€40 more.
5. Be willing to start again. Close the tab. Check the venue’s or hotel’s own site. Often it’s cheaper or the fees are lower.
6. Complain when it’s misleading. In many places, hiding mandatory fees until the end is against consumer rules. A short complaint can get you a refund.

Useful lines (at a hotel desk or with a seller):

• “What’s the total I’ll pay, including everything?”
• “Is there any fee I haven’t been told about yet?”
• “Your listing said $90/€90. I’ll pay $90/€90 or I’ll go elsewhere.”