The idea that repeatedly searching for flights drives up prices is largely a myth, according to a recent analysis. However, there are still situations where a consumer’s browser history and other technical factors can influence the fares displayed.
Rick Seaney, an airfare expert and reporter for Time who runs the airfare search site FareCompare, says that most observed price swings are better explained by supply-and-demand dynamics and by technical issues on booking sites, rather than by deliberate price increases tied to an individual’s search history.
“If airlines were raising prices because of browser cookies, there would be whistleblowers and lawmakers demanding action,” Seaney noted. Instead, he explains, the changing fares consumers encounter when they check the same itinerary multiple times usually reflect inventory shifts, caching strategies used by websites, and the general tendency of fares to rise as the departure date approaches—even within a single day.
A 2016 Consumer Reports study did find that searches performed with cookies disabled sometimes returned lower fares than searches with cookies enabled. But as researcher William McGee pointed out, that correlation does not prove causation: differing results can arise from a variety of benign technical reasons.
McGee’s practical advice for travelers is straightforward: shop around and, when possible, use at least two different browsers. If the fares differ, choose the lower option. Comparing results across multiple sites, clearing cookies, or trying private browsing can help ensure you’re seeing the best available price at that moment.
Ultimately, while the fear that repeated searches automatically drive up ticket prices is overstated, travelers should remain mindful of how inventory, timing, and site behavior affect the fares they see. Careful comparison and timing remain the most reliable ways to find lower prices.