BCAA introduces fully transparent travel pricing

    BURNABY, BC, Feb. 22 /CNW/ - From now on, prices posted in BCAA Travel
ads are exactly what customers will pay - no more asterisks or fine print
detailing hidden fees or charges that may add hundreds of dollars to the
advertised price of a vacation.
    BCAA's new "what you see is what you pay" travel pricing pledge is being
introduced in response to customer research, which pointed to ambiguous
advertising as among vacationers' biggest frustrations when planning a trip.
    "Our customers told us they don't like surprise charges, and now we're
taking the lead in doing something about it," says BCAA Vice President of
Product, Daniel Mirkovic. "After all, there's nothing more frustrating or
disappointing than discovering the total price of your vacation is hundreds of
dollars more than you budgeted."
    As part of its new pricing promise, BCAA's advertised travel prices will
incorporate all pre-paid taxes, fees and supplements into one overall price.
BCAA Travel is the first large-scale travel agency in B.C. to introduce
fully-disclosed pricing.
    "We expect, at first, BCAA's advertised travel prices will appear higher
than our competitors, but we also expect customers will catch on very
quickly," adds Mirkovic. "BCAA's new pricing promise will make the booking
process less stressful, which our customers will no doubt appreciate."
    BCAA will also be educating its members and customers on the merits of
its new pricing promise with the support of an extensive marketing campaign.

    About BCAA Travel:

    BCAA Travel is one of the largest travel agencies in B.C. and boasts the
most qualified travel professionals in the industry. All BCAA travel
consultants are required to be certified members of the Canadian Institute of
Travel Counsellors, the highest level of professional achievement in the
Canadian travel industry. BCAA backs its travel advice with the Anytime,
Anywhere Travel Guarantee. BCAA also offers travel planning tools such as
TripTik(R) routing maps & TourBook(R) guides

    To view BCAA's new TV ads on "what you see is what you pay", refer to the
following link: http://www.bcaa.com/campaignMedia/BCAA-SameDreamParis.wmv

For further information:

For further information: or to request an interview with BCAA Vice
President of Product, Daniel Mirkovic, please contact: Jennifer Timm, BCAA
Media Relations Advisor, Tel: (604) 268-5342, Cell: (778) 228-8859, Email:

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