Of all the myths surrounding travel and finding cheap flights, one stands out – searching for flights using incognito mode.
We hear it again and again and again, from beginners to even so-called travel experts and social media influencers. You've probably heard it too – it's practically common knowledge.
The Claim: Use Incognito Flight Searches To Find Lower Prices
“You should search incognito for flights or clear the cookies on your internet browser because the website is tracking what you're looking for and will jack up the price.”
The Reality: Incognito Mode Will Not Help
Let us say this unequivocally: Searching for flights incognito does nothing. Absolutely nothing. Nor does clearing your cookies. And we are experts at airfare and finding cheap flights.
At Thrifty Traveler, we find flight deals for a living and send them to Thrifty Traveler Premium members. We're manually searching all day, every day for cheap flights. If airlines were tracking our searches, we'd never find cheap flights. And trust me, we do.
Pssst… that thing you've heard about booking on Tuesdays is wrong, too – there's no best day to book flights, either!
It sounds like it makes sense, right? The idea that you're being tracked is an easy explanation for why the price of a flight you were looking at changed an hour later when you went to go book. Searching flights incognito makes travelers feel like they've got the power – like they're beating the airlines.
But it's just not true. Airlines are not tracking your searches. Neither is Google Flights – the best search platform for finding good deals on airfare – or most other search engines and online travel agencies (OTAs) like Expedia, Hopper and Priceline. There is no evidence that sites are raising flight prices the more you search for a specific trip or by a previous search.
So what's the answer behind the constantly changing flight prices, then? Why did that ticket you were looking at suddenly jump in price?
Explaining Changes in Airfare
The reality is that airfare pricing is fickle, and it's always changing. Airlines are constantly altering their prices as tickets sell and demand changes.
One simple explanation behind a sudden change in price is something called the airfare's fare class. While you just see economy and first class when you walk on the plane, airlines sell an alphabet soup's worth of tickets called fare classes – and it’s literally an alphabet, as most airlines have a fare class for every letter.
Here's a look at just some of United Airlines' fare classes, for example.
There are close to two dozen or more different fare classes for even a standard economy seat, each with its own set of rules for upgrades, earning miles, and more. Basic economy fares – the bare-bones tickets without seat assignments or checked baggage – are represented by an entirely different fare class. Even award fares booked with miles have a distinct classification.
Here's the important part: Every fare class has its own price. So when the cheapest fare class sells out – or an airline simply decides to remove that fare class – the price will jump up to the next, higher-priced class.
So let's say you're looking at roundtrip flights from Minneapolis-St. Paul (MSP) to Las Vegas (LAS) on Google Flights and you see a good deal for $158 roundtrip. Little do you know, there's only one ticket remaining at that lowest price.
So when you go back an hour – or even just a few minutes later – you might find that price is gone, and it's not because Delta is tracking your searches. That cheapest ticket likely just sold. Or Delta decided to pull it.
That's it. These quirks with airfare classes and pricing explain 90% or more of the frustrating fluctuations you may see.
In some cases, you might be searching through Google Flights and click through to book a good deal only to find the price has shot up. But again, it's not that you're being tracked. Instead, because flight prices are changing constantly, sometimes Google Flights will briefly display an out-of-date price that has since changed due to cached data.
Those mismatches typically get fixed within minutes, if not seconds. But every once in a while, it may look like Google Flights or your airline have tried to pull a fast one on you.
What About Using a VPN to Find Cheaper Flights?
Right after searching incognito and clearing your cookies, using a VPN (virtual private network) to disguise the location you're searching from might just be the most frequently repeated travel tip for finding cheap flights. In this case, it can sometimes work … but not for the reasons you may think.
It's not about how you're searching: It's about where you're searching from. Some flight search platforms and even individual airlines can charge drastically different amounts based upon the point-of-sale – or at least where the website thinks you're buying a ticket.
Whether you use a VPN or simply navigate through an airline's website to select a different location, it can result in some savings … or additional costs. For example, when I needed to book flights from Bogota (BOG) and Cartagena (CTG) and back a few years back, searching from the U.S. yielded a price of about $60 one-way.
But after switching my location on Avianca's site to Colombia itself, it pulled up the exact same flights at 199,930 Colombian pesos – dropping to about $46 USD each way.
If you're trying this money-saving method, make sure you've got a credit card that doesn't charge foreign transaction fees!
But don't assume that searching from the home country (and paying in its currency) is always the key to savings. For example, these long-haul flights from New York City (JFK) down to Buenos Aires (EZE) on Aeromexico clock in just over $1,000.
By switching my point of sale to Argentina itself, the exact same flights cost 229,637 Argentine pesos. That works out to more than $1,719 USD – an extra $700!
Let me be clear: This is incredibly hit or miss. You could run 100 searches around the globe and only run into this issue once or twice. It just depends on where you're flying – and where you're buying.
Is it worth trying? Yes, especially if you don't like the prices you see on a flight abroad, change your point of sale or fire up a VPN and compare the prices.
But though this technique can help at times, it's by no means a silver bullet to saving on flights.
Bottom Line
If you really want to know how to find cheap flights, you need to know the facts.
You can search incognito for flights if you want, but it's not doing you any good. And stop wasting your time clearing your cookies, too. These tips have been passed around for years even by so-called experts. But they're simply not true.
Ahhh, “there’s no evidence”. Because the big data companies and multi-nationals are notorious for very transparently sharing hard evidence that they don’t use our data illegally….
My husband and I put this to the test while searching for last minute flights just before Christmas this year. He had been searching all day, then I came home from work and searched both private and also duck duck go. We were getting the same flights on the same sites with about a $150 difference in cost.
This was extremely informative, thanks for the terrific post!
This guy is lying, clearly paid by the airlines. The advertisements that popped up on THIS page while I was reading were offering deals to the LAST African country I searched flights for….hahaha
Can’t make this stuff up
Congratulations, you discovered how Google ads work!
you ate him up
Personal experience, the ticket price keeps going up when searching without incognito. Peoples are being tracked for every single click online. Do not tell that the price does not affected by doing incognito. It does, so turn on that incognito when searching for flight ticket.
Maybe this is true, maybe it isn’t, but does it really matter? Just as a matter of course I always erase my cookies at least once a day and often several times during a browsing session, it’s easy enough to do so if you think it matters just do it
Just reading through some of the old comments…that was entertaining! People get very feisty about this subject. You know everyone is an expert these days. I think there may be limited circumstances where the fares do change so it’s probably not accurate to make a blanket statement because you can never be sure how any one person is searching or purchasing at any given time. If anything this has more to do with IP address than cookies IMO.
Honestly though, I think airlines will turn more to dynamic pricing for cash fares in the future as they are obviously doing for award pricing. The enshittification (intentional decay of product quality to entice the purchase of upgrades) will continue. In any case thanks for the update; I can’t wait to check back in a day or to to see all the nasty comments 😉
Side note: Love the job you guys are doing recently by honestly reporting shenanigan’s airlines and credit card companies (i’m looking at you AMEX) are pulling. Keep up the good work.
Great info!
Get the Ryanair app. Pick flight to Verona. Now go to incognito and use the website. Last night they were €10 cheaper. This article can’t cover all websites. It was always the same with lot.com for polish flights.
“Last night” is forever ago in the world of airfare. A 10 euro change in price overnight is absolutely par for the course and in no way evidence that airlines are tracking searches and adjusting prices.
So I just booked a flight from American Airlines that did this, and I fixed it, which makes your article a bit suspect.
I was booking a flight on AA that had a $300 main and $600 first-class ticket. I selected Main at first, but after fiddling around, I decided that it was so cheap I’d upgrade it to First Class. When I hit the upgrade button, it said my total would be $1,113. I was surprised since I saw First-Class was $600 mere seconds ago, so I figured I would go back to the start and rebook the ticket from scratch. Lo and behold, the price on all flights had changed to $800 Main and $1113 First-Class. I went over it again, making sure I got the information correct, and it stayed that price upon multiple redos.
Now I still got my $600 First-Class ticket, by doing a simple trick. You see, I have 2 internet providers at my house. Which means I have 2 IP addresses. I simply switched my internet over (changing my IP address), clicked refresh on the page, and the $300 main and $600 first-class tickets came back. I booked the $600 First-Class tickets without issue.
Wow! That’s enough proof for me. Thank you for sharing this!
Not sure if this plays into the ‘conspiracy’ of booking flights, but using a VPN and searching for a flight out of ATL to Manila (using an Miami IP) gets a certain price, but booking the same flight out of MIA (using a Atlanta IP) gets a price about $400 cheaper. Same for the same flight out of Charlotte NC.
Both searches using VPN and incognito mode on SkyScanner at about 5 minutes apart.
So why do the prices never go down then, always up ? and Im talking about tickets searching every day of every month 6 months in advance sometimes, so unlikely all the cheap tickets suddenly sold.
you are incorrect! airlines definitely track searches. I travel a lot and I can factually prove that when you are searching for flights and then go back to look at flights when the webpage refreshes the jump up astronomically on many airlines. And we are not talking going back a day later or weeks later to look at the flights. It happens constantly within very short time frames. Also like 15 minutes 30 minutes. For example, I was just looking at flights to a destination and all the prices were $700-$800 for decent flights, I get off google web page run to bathroom refresh page and prices jump to $1300+. this happens constantly every time I travel so you don’t know what you’re talking about. Sorry.
To be honest, I’m always looking out better prices on Incognito mode but it just does not seem to work. Now I know why XD. Thanks for the help!
I think this myth started because people search on the airline website or a flights search engine only looking for 1 ticket, and then when they go to book they are booking 2 or 4 tickets for the family and then the fare price jumps because there was only 1 ticket left at the lower fare bucket.
And then they go back and search with the full party details and they cant find that lower fare anymore and they think the airline is tracking them and raised the prices.
I literally just searched for a bunch of flights and they magically doubled in price after I booked a cruise nearby. Yes, incognito works.
Biggest misinformation on the internet.
It does and can impact flights and WHY NOT just do it in Incognito when you’re guaranteed you won’t be affected. I’ve seen it happen – especially when you’re doing a lot of flight checks.
Also flying to 25 countries is nothing – why would you put that on your bio. I’ve done more than 100+ countries but you don’t see me boasting about it.
I don’t know why you comment people are boasting when they aren’t. Its only a statement of how many countries they’ve been to. They just want people to know how many countries they’ve been to – nothing less nothing more to it. Btw l’ve bern to five countries.
You see you mentioned how many you’ve been to and so did l so theres no big deal.
But are you giving out travel advice?
This guy is completely wrong. He is not searching for flights logged in to our account. We are. Big difference.
Just happened to me 5 minutes ago. Searching for flights with miles. Closed browser and reopened and the cash prices were the same but the miles price on just the flight I had selected was 50% higher.
So reading the comments… I agree with them more than I agree with the article. I just witnessed prices going down by 50% on a flight that I just purchased after it was going up daily for weeks. I bought it just due to the fact that I was afraid it might sell out…..OH I hate that feeling…So what is the bottom line here? How do we get the best deal. Based on what I am reading, just buy on the first mid week search and don’t look back to check the pricing later?
This is the second time that I searched for a fare on Orbitz and received one price, only to return in less than 2 minutes (after checking with another site) to find the fare had DOUBLED. This happened to me last year – not just with Orbitz but with Hawaiian Airlines as well. There was a drastic and immediate increase in cost of the fares within minutes. This time, I researched this issue in advance and after reading blogs such as yours (Orbitz even has a online piece titled “11 myth busters, where they cite this sort of price increase as a myth) I decided to risk it. It is clearly the case that sites track and exploit consumers in this way.
The airfare class thing makes sense… except when it doesn’t.
Otherwise how would you explain a plane ticket go up in price since this morning, then down after a few hours, then up again when I refresh the browser?
I’m literally refreshing my browser on a given flight right now and watching it jump up $20 with each refresh. With the high demand of flights during this crazy holiday season, it’s so easy to see how prices are being manipulated real-time.
American Airlines showed priced that were different of about $2 on all flights when using Google Chrome and Microsoft Edge on 12/28/22. With the Edge browser being $2 cheaper. Both on AA.com.
Obviously they are using dynamic pricing algorithms that don’t treat customers fairly.
Oh and then of course ” the author ” has a picture of Emirates.
So let me guess, you’re a loyal subject of Mohammed bin Salman?
Absolute nonsense and having been in other countries and seen what level they get on “simple regional service” ? Americans should en masse revolt but they don’t know any better.
Emirates is based in the UAE. MBS is from Saudi Arabia. I am a “subject” of neither.
Having flown airlines from many different countries, I absolutely agree US airlines can and should do much better … with the caveat that part (but certainly not all) of that is driven by the fact that many major international airlines are heavily and regularly subsidized by their governments.
You’re FOS. And if you’re not , then the lobbying group who “set up this system” should be held accountable.
Absolutely NO REASON why every good fare in the US should go through one city and don’t even try to play ” that’s where the people are” . That’s nonsense. There’s 300 MILLION Americans. They don’t all live there.
I just did a search for a Frontier flight today on two different browsers (Brave and Firefox) and the price for the Works was $30 higher on my second search. (Both were up at the same time) This has happened to me before when searching for Frontier flights (but when searching not for United or SW, the two other carriers I use) so I still am suspicious about Frontier’s antics. It’s happened to my wife as well. I find that their airfare doesn’t change when searching multiple times but their Perks and Works prices absolutely change. Maybe they can get away with this since these options don’t show up when using airline search engines like Expedia or Google Flights.
This response is directly to what the author, Kyle, said. Your company might be doing thousands of searches per day, but I think you underestimate how sophisticated the cookies and data analysis and segmentation algorithms are. If your computer is doing thousands of searches per day, and not adding any itinerary to cart for lack of a better phrase, it’s pretty obvious you don’t have high intention of booking one particular itinerary, so the cookies are going to put you in the not serious bucket. If it tracks someone that is only searching los angeles to london, and maybe they even started to click through to the purchase process, it’s going to put them in the serious buyer bucket. Segmentation data analysis is exactly how FB and Google are able to provide such powerful ad targeting to get ads in front of the optimal eyeballs. I’ve definitely seen this play out with airlines, credit card applications and getting different sign on bonuses, car rental sites, just to name a few examples.
Also in regards to what day you purchase your tickets, that is less of a factor than what day the flight is leaving and/or returning, but it is still a factor. There have been studies done that show there can be a difference sometimes. Maybe not all the time, but on average there does seem to be a bit of a difference with a large number of flights. Although from one article I read covering one of those studies, I don’t believe Tuesday by itself had any significant special lower rates. It said there were 2 or 3 days of the week that tended to be better than the rest. If memory serves me correctly, I believe it said certain routes are more sensitive to this because on average not only is business travel executed more on certain days of the week, but is also booked more on certain days of the week. Take that with a grain of salt, I’m no expert on that topic.
No doubt weekends are the most expensive
With the exception of Saturdays.
I once got a cheaper fate on a Saturday! Probably someone had just cancrlled or they couldn’t sell the seat and put the price down!
I am a Thrifty Traveler premium member and I sadly have to disagree with a majority of this post. I too have experienced a price increase when I kept looking up the same flight several times within a day. There weren’t any notifications on the main class cabin I was looking at to say it was “only 1 seat left at this price” or such language either. After looking up that flight several times the price jumped 500 miles. I wasn’t sure if I wanted to take that flight so I kept waiting, checking on it several times within the same week. The more I looked it up, the price kept increasing. Finally I stopped looking at it for a week or so and boom, the price dropped back to the “normal” mileage cost for that flight. This has happened a few times to me, so I believe that the airlines ARE monitoring how popular a flight is in their searches and if it’s one that’s been searched a lot, they increase the price. They would easily have all that data from their website on which flights are poplar and which aren’t. I just don’t understand how every time it is mere coincidence.
This is all complete nonsense. I know first hand that there are better and worse times to book flights. This guy has no credibility after reading that.. Take what you read on the internet with a grain of salt people.
Sorry this is a bulls..t claim. I observed this actually couple weeks ago myself. I found a fare on Google Flight, by accident I closed the page. I quickly reopened it and do the search again and voila, the same flight cost couple hundred more. I did search again on a different computer with a different IP and got the old price back.
Airlines most likely use the same techniques advertisers are using. They likely pay more to aggregators if they can uniquely identify users, then they provide an individualized price for each user. As the same user is searching for the same flight price is artificially increased, to give impression that tickets are being sold out.
I concur
This is categorically untrue. I know that some airlines do it because I have experienced it with Cathay Pacific back in 2015. I had the exact same flight on normal browser and incognito window and the normal browser was double the cost.
Agree! It happened with me as well. The Author probably hasn’t experienced it yet and has put out a blanket statement saying its untrue *smh*
We search hundreds, if not thousands of fares, every single day. If airlines were tracking searches, it would have happened to us – and we’d probably never find flight deals.
“Here’s the important part: Every fare class has its own price. So when the cheapest fare class sells out – or an airline simply decides to remove that fare class – the price will jump up to the next, higher-priced class.”
I can’t believe it is mere happenstance that the lowest fare classes so frequently list “one fare remaining at this price” or “two fares …” or some similarly tiny number, regardless of whether my search is a month before the flight or six months. My suspicion is they are falsely stating the number of fares remaining in an effort to instill a sense of urgency in me. Now, it MAY be that it is not “fare classes” in which so few tickets at the listed price remain, but rather some kind of smaller bucket. If an airline has 50 different fare buckets, then I suppose they could truthfully claim only “one fare remaining at this price” (in this tiny bucket, after which we will list fares in the next higher tiny bucket). Though it may satisfy the letter of the law, it still feels less than candid to me.
Travelport tracks ALL flight searches. They sell that information to all of the flight search engines.
They all pull from the one database of tracked flights.
This author is fake news, paid by the airlines to put out this misinformation.
Insert facepalm meme here.
You can’t cure the conspiracy theorists so don’t bother trying.
Clearing cookies, cache and history 100% work.
My husband and I were sat on the sofa on separate devices. I was showing him a low cost flight ai had found earlier. However on his phone all the flights shown were £5 cheaper than mine. That’s £20 difference on a low cost return flight.
Using Google Flights? This generally should not happen.
“this generally should not happen” haha. Don’t you mean “that is impossible! ”
You have no idea what you’re talking about buddy. Just another guy trying to chisel out a new career as a blogger.
Please be respectful. You do not have to insult those you disagree with.
The issue for me is not that the fare increases, it is that I Don’t always see the lower price. If I change computers(up address) I find lower fare. And what about point of sale
This will not happen if you use Google Flights. If it does it is only due to the variability of fare pricing.
NOOOO! The Tuesday thing can’t be true. I typically find the best deals on Monday and Tuesday. I have NEVER searched the same flight after a Tuesday and found a lower price. It’s typically around $100 more for the same exact flight every other day I look. When using the app Hopper to monitor flights it also typically shows the lowest prices on Tuesday. Coincidence or conspiracy who really knows?
Agree to disagree about Google Flights being totally comprehensive…I recently spent about a week tracking prices on an international route using Google, Kayak, and Expedia. Several of those days there were ideal flights (including the one I ended up booking) on the latter two that weren’t showing up on the former. It’s a very useful tool, but it shouldn’t be the only one. Also, I think ITA Matrix (owned by Google) is infinitely more useful and powerful than Google Flights–not sure why they keep them separate.
I mean it is comprehensive compared to other OTAs. Google Flights typically pulls from the airlines, Priceline, and Expedia, which should generally find the cheapest fare (9 times out of 10). Yes, ITA is more powerful, as it’s the backend for Google Flights, but it’s:
A. Slow as hell.
B. You can’t book with it.
C. The average joe sure won’t be able to figure it out.
Search one, book with another that what I do
I’m not sure if you’ve used this, but https://bookwithmatrix.com/ allows you to copy the itinerary from ITA and provides a simple way to book the trip.
Thank you for this post. There is so much misinformation out there!
Your a f lol. Of course they raise prices while your searching. I was on the phone with a representative and the price went from 61500 mile per ticket to 64000 per ticket in the span of 3 min. Explain that price gouging Sherlock. This isn’t 24 hour difference this is minutes.
Specific airlines still do this though. Spirit is one of them atm. I was searching for a flight from DTW to SAN and the cheaper flights were gone out of no where from the search results. I had my husband search for the flight on his computer and they were suddenly in the search again. Only on his computer not on mine. Also, this article is correct that clearing cookies and using incognito is ancient advice, but because now airlines start to use location as well to price your flights. It’s been helpful to use a VPN to set your location to somewhere else to get local pricing. The algorithms are always changing though. So alot of these tricks are only good for a couple years max.