Airfare ads could get a little more flexible—but the total ticket price still needs top billing, according to the American Society of Travel Advisors.
The association has filed comments with the U.S. Department of Transportation supporting targeted changes to federal airfare advertising rules while opposing the elimination of key consumer protections.
The comments address the department’s proposed rule, “Enhancing Flexibility of Air Fare Price Advertising,” which would revise the Full Fare Rule. The agency is also considering whether to repeal the rule in whole or in part.
Under the current regulation, advertised airfares must include the total amount a traveler will pay, including mandatory taxes, fees and carrier-imposed charges. The total price must also be displayed more prominently and in a larger font than any individual component of the fare.
The department’s targeted proposal would eliminate the font-size requirement and allow taxes, fees and other fare components to be displayed as prominently as the total price—but not more prominently.
The American Society of Travel Advisors supports that change, arguing it would give airlines, travel agencies and other ticket sellers more flexibility without making it harder for travelers to identify the final price.
“Travelers deserve to know the full price of an airline ticket from the outset, but the federal government does not need to dictate every formatting decision used to present that information,” said Zane Kerby, American Society of Travel Advisors president and chief executive officer. “DOT’s targeted proposal offers a sensible balance by preserving meaningful price transparency while removing outdated requirements that create unnecessary compliance burdens.”
The association, however, opposes a complete repeal of the Full Fare Rule. It warned that removing the requirement to advertise the full price could make comparison shopping more difficult and lead to inconsistent fare displays across airlines and booking channels.
The association also backed the department’s plan to rescind nine airfare advertising guidance documents. Many of the documents address advertising practices and technology that no longer reflect how air travel is marketed and sold, it said.
The group urged the department to make any future guidance technology-neutral and applicable across online booking platforms, global distribution systems, supplier websites and direct interactions between advisors and clients.
The outcome matters directly to the trade because the Full Fare Rule applies to travel agencies and other ticket agents—not just airlines. The association said 97% of travel agencies are small businesses, many of which depend on reservation systems and technology platforms they do not control.
“Travel advisors generally do not construct airfares or determine how taxes and mandatory charges appear within supplier systems,” Kerby said. “They need clear, practical and technology-neutral rules that can be applied consistently across booking channels without creating compliance risk based on presentation choices beyond their control.”
The American Society of Travel Advisors represents agencies responsible for approximately 40% of airline ticket sales. U.S. travel agency air ticket sales totaled $100.4 billion in 2025.
Read ASTA’s full comments to the Department of Transportation.
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