The little-known ‘dark patterns’ that are making you pay more for flights

HOLIDAYMAKERS could be paying more for their flights because of little-known “dark patterns” found on internet booking sites.

Before Brits can use money-saving hacks to bag bargain flights, some online travel retailers are tricking their customers into paying more.

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The term “dark patterns” refers to the website design choices, nudges, and notifications used by companies to guide their customers into making a decision.

According to Harry Brignull, the internet and technology expert who first coined the term, these “dark patterns” can either be subtle or “intended to gaslight the customer”, as reported by BBC Worklife.

These “dark patterns” are often used by travel retailers on their online booking sites.

Internet purchasing expert Paul Morris revealed that holidaymakers could be paying more for their flights as a direct result.

He said: “Have you ever been trying to book your flight and receive a notification that there are 20 others looking at booking the same flight?”

This booking notification is actually a “dark pattern” at work because it is highly unlikely that 20 other customers are also looking at the same flight at the same time.

The notification is intended to push customers into purchasing the flight at that precise moment, rather than shop around for other deals.

Paul gave other examples too including having to opt out of travel insurance and other add-ons at the check-out.

The only way to avoid being tricked by these “dark patterns” on the internet is by knowing about their existence.

In an article in Wired, Brignull added: “If you know what cognitive biases are and the kind of tricks that can be used to change your mind to persuade you to do things, then you’re less likely to have them trick you.”

He also called on customers to publicly shame companies who use these deceptive “dark patterns” on social media.

He added: “Complaining quite vocally is a very good thing. So don’t complain by email when no one can see it, instead complain in public, then you’re more likely to get a faster and more efficient response.”

In 2019, cyber-security researcher Ophir Harpaz called out an online travel retailer who used a nudge when she went to book her flight.

During the booking process, a notification read: “38 people are looking at this flight.”

According to BBC Worklife, Ophir discovered that the web page she was browsing was designed to claim that between 28 and 45 people were viewing a flight.

While the exact number was chosen at random, Ophir proved that there wasn’t any truth in the figure.

After her public tweet went viral, the travel retailer said they were taking steps to change their practices.

And Ophir Harpaz isn’t alone in challenging “dark patterns” used on travel websites, consumer watchdog Which? also exposed false claims on travel websites.

Rory Boland, the travel editor, said: “Despite work by the Competition and Markets Authority [CMA] to clean up the industry, we know that not all hotel booking sites are following the rules.

“Until the whole industry complies with the rules the CMA has introduced and makes the necessary changes, UK holidaymakers are still at risk of being misled by unscrupulous practices.”

Meanwhile, a travel expert revealed why you should book your package holiday at the last minute.

And airline workers explained the best way to get cheap flights – and even revealed that the day you book makes a difference.

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