Directline Holidays has changed its website to display ‘hidden extras’ in an attempt to gain more loyal customers. The company has found that although it does not charge debit card fees, many tour operators and airlines are starting to add extra cost for ancillary products and therefore change its clients’ final paying price. Now Directline has changed its website to make costs clearer to consumers and in the long term, increase loyalty. “To ensure our customers can see exactly what they are paying for, we’ve changed the functionality of our website to allow passengers to include or exclude such extras, making it clear what is and isn’t included in the final holiday cost,” explained Maria Whiteman, CEO of Directline Holidays. “Our own customer research revealed that whilst holidaymakers don’t mind paying for each component of their holiday, they are suspicious if the final booking page includes additional cost not previously quoted for. A clear breakdown of exactly what is included in a final holiday cost builds confidence and peace of mind”. She urged other travel companies to follow suit. Companies have already been ordered by the Office of Fair Trading to make card fees clearer on websites.