Some governments have tried to force airline advertising to be transparent about total fares and extra charges above the base rate. Yet the industry still harbours too many snake-oil salesmen. Travel journalist Simon Calder has examined a recent ad for the Iceland carrier WOW Air for 99-pound travel between England and New York, claiming the fare is cheaper than the taxes on other carriers. In the UK newspaper The Independent he writes: The fare is one-way and the return flight has a substantially higher rate; there will be a change of plane in Iceland; there is also a hidden “booking” fee. Add it all up and it costs more than the official taxes elsewhere.
I can also add that some of WOW's additional service fees apply to each leg of a flight, so with a connection they double. Calder is always worth reading, at least in part because he does not accept free travel for publicity.
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