Booking flightsis an unfortunately stressful part of a relaxing vacation.
The internet is full of tips and tricks on how to make it cheaper.
One of the most pervasive tricks is to useincognito modewhen searching for your flights to get a cheaper ticket.
Photo: ASTA Concept (Shutterstock)
You wouldnt be crazy for believing it, but this is a giant myth.
This is a fundamental misunderstanding of how flights are priced.
Keyes says to look at how cookies are used elsewhere, take jeans for example.
But Levis definitely wouldnt increase the price of jeans for you personally.
With jeans, like flights, its all about converting your interest into dollars.
But I know what youre thinking: jeans and flights are different, and youre totally right.
you gotta take flights, but you dont need new jeans.
Plus, airlines have a long history of screwing over customers.
Ok, taking my conspiracy theorist hat off again.
In fact, the study found that prices of other airlines flights dont affect pricing algorithms either.
88% of the time, the flight price was exactly the same, regardless of your cookies.
Theres no conclusive evidence that cookies make flights more expensive.
In some cases, those cookies could be giving you a deal.
Origins of The Myth
Before 1978, booking an airplane ticket was remarkably simple.
They then called the airline to see to it it was available, and you were done.
It was great, but flights were often very expensive.
Suddenly, there was much more competition to have the cheapest flights.
This makes the ever-changing ticket prices so unpredictable.
I think this myth mostly stems from the fact that airfare is extraordinarily volatile, Keyes said.
Its so easy to confuse volatility with a sort of Truman Show belief that its because of you.
Contrary to popular belief, airlines are not solely focused on maximizing profit on every persons ticket.
Economists have found these considerations baked into their pricing algorithms.
Were very dependent on airlines, and they certainly take advantage of that fact.
They charge ridiculous amounts for basic necessities, like food, water, and a basic amount of legroom.
Nowhere is wealth disparity more obvious than on an airplane.
Screwing us on ticket prices is not much of a stretch.
Furthermore, were used to corporations using cookies against us.
Social media companies cater to our insecurities, while advertisers sell us our dreams.
It makes sense we would lump airlines in with the rest of this unsavory bunch.
The biggest factor is booking in advance.
Otherwise, just shop around at different airlines and websites.
If youre really committed, watch the price of flights over a couple of days.
Regardless of whether youre using incognito mode, a well-priced flight is likely the result of some decent planning.
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