Let’s be honest, no one likes surprises in the form of extra charges. So why are so many businesses still sneaking them into the booking journey? Not only are hidden fees a major cause of frustration for consumers, they’re also the number one reason for booking abandonment, so parking operators lose out too.
In an industry where loyalty hinges on seamless, transparent experiences, drip fees are more than just a bad look; they’re a commercial liability. With global regulations tightening, and savvy consumers gravitating toward brands they trust, fee transparency is now both a legal imperative and a competitive advantage.
Why fee transparency matters for parking operators
Customers abandon bookings and purchases when they feel misled. In fact, the global shopping cart abandonment rate sits at a staggering 75.45%, and 55% of customers admit they won’t fulfil purchases if met with unexpected fees.
For airport parking operators, this isn’t just lost revenue. Abandoned bookings create friction, weaken loyalty, and spark complaints that strain customer service, harm reputation, and eat into future profitability.
But there’s a simple solution…
Develop clear pricing from the outset (with no hidden charges or nasty last-minute surprises). With full fee transparency, you’ll protect customer trust, safeguard revenue, and remain firmly on the right side of both customer expectations and compliance standards.
What does the global regulatory landscape look like?
Regulators worldwide are cracking down on sneaky practices like ‘drip pricing’ (where mandatory fees are hidden until late in the booking process) in a bid to protect consumers.
In the UK, a reform of the Digital Markets, Competition and Consumers (DMCC) Act (2024) explicitly bans drip pricing for compulsory fees, and the EU’s Omnibus Directive demands full fee transparency, including clear cost breakdowns and historical pricing information.
While the FTC’s ‘Junk Fees Rule’ applies only to ticketing and short‑term lodging, regulators can still pursue deceptive pricing in other industries, like parking, under Section 5 and state consumer protection statutes. The risk environment is evolving, and full transparency is becoming the baseline expectation.
And we’re starting to see these regulations reshape the industry. Recent class action lawsuits against a travel marketplace and a parking app underscore the legal and reputational risks of non-compliance. Both are accused of hiding mandatory service fees until late in the checkout process – proof that consumers are no longer willing to tolerate it.
Why compliance matters (even for local parking operators):
Fee transparency and regulatory compliance affect every parking operator – even those who see themselves as small, local, and under the radar. Smart travellers compare experiences across borders and expect the same clarity and fairness no matter who they book with.
If you’re using third-party systems, there’s also the risk of hidden fees slipping in beyond your control. Research has found these charges can add more than 25% to the base price – a cost customers notice instantly, even if you’re not the one adding it. And when that happens, it’s still your reputation on the line.
Ecommerce best practice for transparent pricing
Despite being the crucial final step in any online purchase, it’s the checkout that’s often the most neglected part of a digital experience, including for airport parking UX. With travel booking abandonment sitting at 81.7%, it’s clear that a confusing or untrustworthy checkout isn’t just inconvenient for customers…it’s a critical revenue leak for operators.
The good news? Building digital trust is straightforward when you apply UX research-backed principles and regulation-aligned guidance.
Here’s what to focus on first:
Simplify the checkout flow – Minimise clicks and reduce friction. An intuitive, streamlined digital journey respects your customer’s time and increases conversion rates, especially for mobile users.
Display the total price – The very first price customers see should always be the final price – including any mandatory fees. Clear, upfront pricing aligns with global consumer protection regulations and significantly reduces booking abandonment.
Provide a clear basket breakdown – Separate the base cost, taxes, and any fees within the basket view. This reassures customers you’re not hiding fees or drip pricing, helping to build their confidence and futureproof your operation against regulatory changes.
Use inline fee explanations – Briefly explain to customers what each fee covers and why it’s necessary. Transparency builds digital trust and helps avoid confusion.
Be consistent across every platform – Whether customers book via your website, mobile app, kiosk, or a third-party channel, pricing should remain uniform and transparent.
Optimise for mobile clarity – Ensure fees are visible, legible, and easy to understand on smaller screens, where many customers now complete their booking journey.
When these best practices are supported by the right technology, fee transparency becomes effortless to deliver at scale.
Gain full pricing & platform control with Rezcomm
With regulations and customer expectations raising the bar, parking operators must go beyond compliance to truly lead. It’s not just about meeting standards – it’s about setting them. Rezcomm Marketplace gives parking operators full control over pricing logic and presentation, eliminating opaque third-party markups that undermine trust.
With Rezcomm fees are:
- Displayed upfront – no surprises or late-stage additions, ensuring fee transparency
- Broken down clearly – transparent itemisation of costs
- Explained in plain language – easy for customers to understand at a glance
Beyond pricing visibility, Rezcomm also delivers:
- GDPR and CPRA-aligned consent and data handling for peace of mind
- A single, unified platform powering every digital touchpoint (web, mobile, kiosk, third-party integrations)
- Consistent UX across channels, removing friction and reducing booking abandonment
- Futureproof compliance against evolving regulations and consumer expectations
By consolidating control in one place, operators can build digital trust, nurture loyalty, and unlock new commercial opportunities with confidence.
Set the standard for pricing transparency in the parking industry.
Talk to Rezcomm and discover how our Marketplace can give you total pricing control, align every channel, and redefine what a seamless, regulation-ready airport parking UX looks like.
Steering Rezcomm’s vision, Marc Ive serves as our CEO. Specialising in travel, parking, technology, and leisure industries, he is a transformational executive committed to driving innovation and success across the board.
