Use Orbitz on a Mac? Then you aren't getting the best rates!

According to the Wall Street Journal, the average income for an adult Mac owner is $98,560. Windows users, meanwhile, average at $74,452. That income disparity probably explains why Orbitz has started a policy of showing Mac users deals that are more expensive than what they show Windows users.

See, Orbitz has implemented a new initiative called "Predictive Analytics" which aims to maximize revenue. In order to do that, Orbitz tries to learn more about you and how much you are willing to spend. Mac users are willing to spend more on a hotel on average than a Windows user, so Orbitz shows more expensive hotels. According to Orbitz, Mac users typically spend 30% more on accommodation than Windows users.

Orbitz has confirmed that it is experimenting with this new technique, but was quick to note that it isn't showing the same rooms. Mac users get shown more expensive rooms, not the same room at an elevated price.

As much as you might not like it, this type of targeting is a growing part of doing business in the modern age. Walmart and Target are big proponents of analytics. There are stories of Target knowing, purely based on shopping habits, whether someone is pregnant before they have even told anyone. Walmart and Target use it to send topical deals, but other retailers will find more interesting uses for that style of information. Like Orbitz showing Mac users more expensive rooms.

Who knows? Maybe this is a good thing. Just like Google personalizing search results, maybe Orbitz is showing results that truly are more relevant to Mac users. But I know that I want the best deal I can get. I'm a Mac user, sure, but I'm broke.

The next trip I take won't be booked through Orbitz.

Gizmodo