We’ve all been there—you find the perfect flight deal, spend hours researching the destination, maybe even start imagining yourself sipping cocktails on that beach. Then you return to book, and boom! The price has magically jumped $50 or more. It feels like the travel gods are conspiring against you, but the reality is both simpler and more complex than you might think.

The age-old advice to “clear your cookies” before booking flights has been floating around travel forums for years. But does it actually work, or is it just another internet myth that sounds too good to be true? Let’s dig into what’s really happening behind those booking screens.

Understanding the Cookie Controversy

Browser cookies are tiny data files that websites store on your computer to remember your preferences and track your activity. When you search for flights, these little digital breadcrumbs tell the site exactly what routes you’ve been exploring, how many times you’ve visited, and even what device you’re using.

In nearly 59% of cases, using a “clean” browser (one without any search history) resulted in lower flight prices when compared to searches made with a cookie-laden browser, according to a comprehensive 2024 study that analyzed 2,000 flight searches across six major airlines.

But here’s where it gets interesting—the same study couldn’t pinpoint exactly why this happens. Industry experts remain divided on whether airlines actually use your search history to manipulate prices, or if other factors are at play.

The Real Science Behind Dynamic Pricing

Airlines use sophisticated pricing algorithms that consider hundreds of variables: seat availability, booking patterns, seasonality, even the time of day you’re searching. Airlines use yield management and dynamic pricing to maximize revenue, adjusting fares based on demand, seat availability, and customer segments.

What’s fascinating is that only about one-quarter of all air ticket offers sold in the marketplace in 2024 were dynamically created, meaning most flight prices are still set through traditional methods rather than real-time algorithmic adjustments.

However, major airlines are rapidly advancing their pricing technology. By the end of the year, Delta plans for 20% of its ticket prices to be individually determined using AI, representing a dramatic shift toward personalized pricing.

What Actually Affects Flight Prices

Location-Based Pricing

Your geographic location can significantly impact the prices you see. Airlines often show different fares to users in different countries or regions, which explains why using a VPN might occasionally reveal better deals.

Device Discrimination

Travelocity shows significant evidence of showing lower prices to iOS device (i.e., iPhone and iPad) users — averaging prices that are about $15 less per night than for users on other devices. This suggests that the device you’re using—not just your search history—can influence pricing.

Timing Is Everything

Flight prices can change multiple times per day based on inventory management and competitor pricing. What might look like cookie-based price manipulation could simply be normal price fluctuations that happen to coincide with your repeat visits.

Smart Browsing Strategies That Actually Work

The Incognito Approach

While experts debate the effectiveness, searching in incognito or private browsing mode costs nothing and takes seconds. It prevents sites from accessing your browsing history and cookies, potentially giving you a fresh perspective on available fares.

Multi-Device Comparison

Try searching on different devices—your phone, laptop, and tablet—to see if prices vary. Some travelers report finding different rates when switching between their iPhone and desktop computer for the same route.

Clear Everything Between Searches

If you notice prices creeping up during your research session, clear your browser cache and cookies completely. One man spoke to The Guardian about this. He claims that after visiting a website to book airline tickets he was quoted the price of $235. Minutes later, he went back to the site and the price had increased to $267. After deleting the cookies and removing his browsing history, the ticket returned back to its original price.

When Cookie Clearing Makes a Difference

Third-Party Booking Sites

The cookie effect seems more pronounced on online travel agencies like Expedia or Orbitz rather than airline websites directly. These sites often layer their own pricing algorithms on top of airline fares, creating additional opportunities for price variation.

Long-Haul International Routes

The impact appears more significant on expensive, long-distance flights where even small percentage changes can mean substantial dollar differences.

Peak Travel Periods

During high-demand travel seasons, when pricing algorithms are working overtime, cookie clearing might be more likely to reveal price differences.

Practical Steps for Savvy Searchers

Start your flight search in incognito mode to establish a baseline price. If you need time to think, note the exact fare and booking details. When you return to purchase, compare the new price with your original findings across multiple browsers or devices.

Remember to check both the airline’s direct website and third-party comparison sites—but always be prepared to book quickly when you find a genuinely good deal, as legitimate price changes happen frequently in today’s dynamic pricing environment.

The Bottom Line on Browser Tricks

While the jury’s still out on whether cookies systematically drive up flight prices, clearing them is a low-effort strategy that might occasionally save you money. Think of it as travel insurance for your wallet.

The more important takeaway? Flight pricing has become incredibly sophisticated, with airlines using everything from your location to your device type to determine what you’ll pay. Understanding these factors puts you in a better position to navigate the system and find genuine deals, cookies or no cookies.