On the eve of 3·15, three major airlines jointly crack down on "airfare traps" and introduce new "price match guarantee" policy

Passengers can verify their tickets and check fare taxes on the airline’s official platforms. This year, the three major airlines also introduced a new policy allowing free refunds if a cheaper ticket is found within 24 hours after purchase.

On the eve of International Consumer Rights Day on March 15, the three major airlines collectively announced new measures to protect consumer rights. This is the second year they have taken action to address “ticket trap” issues on March 15.

In addition to reminding travelers that they can verify tickets and check fare taxes on official platforms, this year the airlines also introduced a new policy: if a cheaper ticket is found within 24 hours after purchase, and the ticket was bought through the same channel, eligible original tickets can be refunded for free.

For example, China Eastern Airlines stated: if a ticket purchased through the original channel drops in price within 24 hours, the customer can rebook a new ticket through the same channel, and under certain conditions, the original ticket can be refunded free of charge.

China Southern Airlines mentioned: if a passenger buys a domestic ticket through China Southern’s official channels and finds a lower fare within 24 hours of issuance, China Southern will process a free refund for the original ticket after the passenger purchases a new ticket.

Air China clarified: passengers who purchase a one-way direct domestic flight ticket through official channels and find a lower fare for the same route on any domestic sales channel can apply for a free refund of the original ticket within the specified time if they meet the conditions.

Behind these collective actions by the three airlines are ongoing issues in the industry regarding ticket sales misconduct and efforts by airlines to regain control over sales channels and pricing. Despite recent efforts to regulate agent sales behaviors, problems like ticket scalping and illegal markups still persist.

Tracing Illegal Ticket Sales

Complaints about tickets remain high on platforms like Black Cat Complaint [Download Black Cat Complaint App], with issues such as “ticket prices not matching the itinerary,” “excessive refund and change fees,” and “additional charges for free special services” being the main concerns. Many complaints involve multiple OTA platforms.

Currently, OTA platforms are the main channels for ticket purchases, but the prices displayed are not solely from airlines; many are from ticket agents. After booking through these platforms, the actual ticket issuance and subsequent changes or refunds are often handled by ticket agents.

An industry insider told reporters: “On platforms with official airline stores, sales and ticketing are from the airline, but some cheaper tickets may actually come from ticket agents.” Some illegal ticket agents sell tickets obtained through points redemption at inflated prices, making the tickets appear cheaper, but the fare on the itinerary is tax-free and priced at zero.

Some agents attract consumers by subsidizing ticket prices and then set higher change and refund fees to profit from these services. Since travelers rarely check the fee rules for changes and refunds across different airlines, these practices often go unnoticed.

In response, the three airlines have repeatedly issued notices over the past two years, outlining procedures for ticket verification and fare checks, and promising to refund the difference and hold involved parties accountable according to relevant agreements, aiming to cut off illegal resale channels.

Why Do These Issues Persist?

As early as 2016, the Civil Aviation Administration issued the “Notice on Issues Related to Service Fees Charged by Domestic Airline Passenger Transport Sales Agents,” which explicitly prohibited agents from charging additional service fees beyond ticket prices, and from engaging in illegal practices such as maliciously altering published fares, bundling sales, or harming consumer and airline rights.

However, in recent years, illegal price hikes and excessive fees for changes and refunds continue, partly due to the supply model of OTA platforms and regulatory challenges.

Compared to airline official websites, OTA platforms have always used price comparison on the same routes as a key advantage to attract and retain users. Allowing more ticket agents to join the platform and offering a wider range of products helps OTA maintain its competitive edge.

However, comprehensive regulation of the numerous ticket agents on these platforms has proven difficult. A domestic online travel platform once told the media that for large-volume ticket suppliers, only spot checks are feasible, leaving some loopholes.

In response, some airlines have started implementing “white lists,” requiring OTA platforms to limit the number of ticket suppliers and only allow authorized agents to sell tickets. Some airlines have even proposed eliminating the supplier model altogether, but these suggestions have not yet received substantial responses.

Where Will Consumers Buy Tickets in the Future?

According to reports, OTA platforms still account for over 70% of domestic ticket sales. For airlines, losing this channel is not an option, making it difficult to fully eliminate sales misconduct.

Nevertheless, airlines continue to promote direct sales through their official websites and apps. In recent years, more airlines have offered additional discounts for members on their websites and apps to encourage frequent travelers to join their loyalty programs. The three major airlines have even begun cross-selling tickets, allowing members to see other airlines’ routes within their apps.

The new policy of “price difference refund within 2 hours” introduced just before March 15, besides addressing common traveler concerns like fare fluctuations and mistaken purchases, also signals to consumers that the most affordable and reliable tickets are still available through official direct channels.

Ultimately, where consumers choose to buy tickets depends on a combination of price and user experience. Initiatives like Eastern Airlines’ “full refund within 2 hours” and Air China’s “two domestic and two international no-questions-asked refunds per year plus 2-hour free or discounted refunds” aim to improve the booking experience on their apps.

In addition to the difficulty of fully resolving fare-related misconduct, many airline sales managers admitted to reporters that, compared to OTA platforms, airline websites and apps still lag in IT technology and passenger service systems (PSS), sometimes even affecting basic transaction experiences and requiring significant improvements.