New rules call for all-in pricing in Ontario travel ads

Effective Jan. 1, 2017, pricing shown in travel ads in Ontario will have to include all taxes and fees under new rules announced yesterday (Dec. 13) by the provincial government.

The province says the rules, which are meant to protect consumers, will help reduce confusion and prevent surprises for travellers, as well as ensure a level playing field for the travel industry.

“People across Ontario can now research and buy their vacations and business travel with confidence and without surprises – the price advertised will now be the price paid,'' Marie-France Lalonde, Ontario's minister of government and consumer services, said in a statement.

Also in favour of the new rules, Debbie Cabana, Transat’s director of social media and public relations told PAX in an email that “Transat has always supported the all-inclusive pricing for travel packages which reduces consumer confusion and makes it simpler, clearer and easier to book travel. Transat already abides by these measures in Quebec and welcomed such measures regarding airfares when they were introduced four years ago.”

Air Canada Vacations also voiced its support, with George Platanitis, vice president, sales sending a statement via email saying “Air Canada Vacations supports all measures geared towards ensuring travel agents and their clients benefit from transparent pricing and a seamless booking process. We are already compliant with the all-in-pricing requirement set out by TICO as all of our products clearly outline all of the fees, services charges and taxes that consumers can expect to pay when booking our products.

The change was also hailed by the Travel Industry Council of Ontario (TICO), which said in a statement that all-in pricing “provides consistent guidelines for the travel industry when advertising and promoting the price of travel services.”

The regulations apply to any ads made by a registered travel agent or wholesaler that refer to the price of travel services.