July 13, 2026
The price a customer sees should be the price they can pay.
This has become a serious issue for attractions, tour operators, activity providers and event organisers.
Many booking systems show a headline ticket price, then add booking, service or platform fees during checkout.
That may seem like a small detail, but it can create customer frustration, reduce trust and increase legal risk for the operator.
UK booking fee rules require greater upfront price transparency.
Operators must consider how they display any compulsory fee that customers must pay to complete a booking.
Customers Need to See the Real Price Upfront
£24
Advertised price
£25.44
Actual price paid
An operator may advertise an adult ticket at £24, then add a compulsory booking fee. If the customer must pay £25.44, they cannot buy the ticket for the advertised £24 price.
Adding “excluding fees” below the price may not be enough.
This applies when the fee is compulsory and the operator can calculate it before checkout.
For operators, the issue is simple. Customers want to know the full cost before they commit.
Extra charges introduced later can make the booking process feel less transparent.
Why This Matters to Operators
Price transparency is now both a compliance issue and a commercial issue.
A higher price at checkout can damage confidence in the booking process.
It can also lead to abandoned baskets, more customer queries and weaker conversion.
It can also create risk for the business selling the ticket.
A third-party platform may collect the fee, but the operator still presents the experience for sale.
Using an overseas booking provider does not automatically remove that risk. If a UK customer is booking a UK attraction, tour, activity or event, UK consumer pricing rules may still apply.
The Risk Does Not Sit Only With the Booking Platform
Some operators may assume the responsibility sits with the software provider because the platform controls the checkout and collects the booking fee.
That is a risky assumption.
Regulators may review the full sales process.
This can include the operator’s website, booking page, fee wording and final payment screen.
They may ask both the operator and the platform to explain how they display prices.
Operators should therefore review how their current system displays prices across every stage of the booking process.
What Operators Should Check
Operators should start by checking the first price a customer sees for each ticket, activity or experience.
The operator should identify any compulsory booking, service, platform or administration fee.
They should then ask if the customer can buy at the displayed price.
Operators should also check the booking page, basket, mobile checkout and confirmation screen.
They should review prices in adverts, search results and third-party sales channels.
If customers only see the total price late in the process, the operator may need to change the presentation.
Transparent Pricing Builds Trust
Clear pricing helps customers make faster decisions.
It removes doubt, reduces friction and makes the booking process feel fair.
It also helps operators compete on the full cost of the experience.
For many operators, this is also a margin issue.
Customers may reject checkout fees even when the experience offers good value.
Transparent pricing helps protect conversion, reputation and customer confidence.
How RezTickets Supports Clearer Pricing
RezTickets gives operators more control over how they sell, price and manage bookings.
Our platform helps operators present prices clearly and manage fees with greater flexibility.
It also gives customers a simpler route from selection to payment.
RezTickets does not force operators into rigid fee structures or unclear checkout flows.
It gives businesses pricing tools that support trust, conversion and compliance.
That means fewer surprises for customers and greater control for operators.
Now Is the Time to Review Your Booking System
Review your pricing if your booking system adds compulsory fees late in checkout.
This supports regulatory compliance and gives customers a better booking experience.
It also helps protect the value of each sale.
RezTickets helps attractions, tour operators, activity providers and event organisers sell with clearer pricing, lower friction and better commercial control.
Book a demo today to see how RezTickets can help your business sell smarter, reduce admin and protect your margins.