Move aims to improve pricing transparency and strengthen competitive position amid ongoing industry criticism
Apr 22, 2025
Airbnb is taking a significant step toward greater pricing transparency by eliminating the optional “total price” toggle and instead showing the total price (before taxes) by default for all guests worldwide. While this move aligns with growing consumer demands for clear, upfront pricing, many property managers still obscure the true cost of a stay with hefty add-on fees, making comparison shopping difficult and frustrating. This change by Airbnb not only enhances the booking experience for guests but also increases pressure on competitors and hosts to follow suit or risk losing trust.
Key takeaways
- Global pricing update: Airbnb now shows the total price (excluding taxes) by default to all users worldwide, removing the previously optional toggle feature.
- Previous system criticized: Until now, guests often first saw the base nightly rate, with fees revealed only after clicking further—leading to surprise charges at checkout.
- Consumer pressure: The toggle was introduced in 2022 after viral guest complaints, particularly about high cleaning and miscellaneous fees.
- Fee transparency still lacking elsewhere: Many property managers and rival platforms like Vacasa still show only nightly rates up front, requiring extra clicks to reveal fees.
- Competitive advantage: Airbnb is using this move to highlight affordability versus hotels and competitors, and to regain trust by pushing for more transparent pricing.
- Host encouragements: Airbnb prioritizes listings without cleaning fees, offers tools for pricing comparison, and promotes discounts for longer stays.
- Market implications: While Airbnb takes the lead, the broader vacation rental industry remains inconsistent in pricing transparency, potentially disadvantaging less upfront platforms.
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