The law allows companies in various industries to add what manyrefer to as “hidden” charges to customers’ bills. Phone bills, airlinetickets, and hotel receipts often contain charges that are difficultto identify. A traveler who stays in a hotel might be hit with a hospitality fee, a resort fee, or an automatic gratuity, to name just afew. These charges are not taxes, and although they are itemized,it is difficult for the average traveler to make sense of them. Mostpeople either don’t check their bills thoroughly or are in a hurryto check out and don’t bother to dispute the charges, which maybe only a few dollars. But these charges add up over the course ofhundreds or thousands of visitors each year, and hotels are pocketing them—legitimately.281. Do you think adding hidden charges to hotel bills is a smartmarketing strategy? Why or why not?2. Visit the website of a hotel chain with which you are familiar tolearn if it gives any information about additional surcharges.If consumers were informed about the charges ahead of time,would you feel differently about them? Why or why not?
The law allows companies in various industries to add what many
refer to as “hidden” charges to customers’ bills. Phone bills, airline
tickets, and hotel receipts often contain charges that are difficult
to identify. A traveler who stays in a hotel might be hit with a hospitality fee, a resort fee, or an automatic gratuity, to name just a
few. These charges are not taxes, and although they are itemized,
it is difficult for the average traveler to make sense of them. Most
people either don’t check their bills thoroughly or are in a hurry
to check out and don’t bother to dispute the charges, which may
be only a few dollars. But these charges add up over the course of
hundreds or thousands of visitors each year, and hotels are pocketing them—legitimately.28
1. Do you think adding hidden charges to hotel bills is a smart
marketing strategy? Why or why not?
2. Visit the website of a hotel chain with which you are familiar to
learn if it gives any information about additional surcharges.
If consumers were informed about the charges ahead of time,
would you feel differently about them? Why or why not?
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