The Wall Street Journal reports that the travel shopping site Orbitz is displaying more expensive hotels to Mac users because the company found that Mac users prefer more luxurious rooms. The travel site company said that it was not showing different prices for the same room to different users, but was presenting pricier hotels more often to Mac users than those using Windows. On Orbitz’s website, users can rank hotel options by price and get the same listings no matter what platform they are using.
The report also notes that the average household income for adult owners of Macs is $98,560, according to Forrester Research, versus $74,452 for a PC owner. It also notes that some high-end hotels see bookings from Mac users hugely out of proportion with their user share on Orbitz.
Apparently, these targeting efforts are part of Orbitz’s “predictive analytics” efforts — using gathered data to offer more accurate results to shoppers in order to generate more revenue. Sounds like a great way to create a PR nightmare, though.