In anticipation of the Transportation Department’s new rule for full-fare advertising, Lufthansa on Nov. 1 will commence displaying prices that include all taxes and fees in all of its U.S. advertising and marketing materials.

Lufthansa said it decided to launch full-fare advertising nearly three months ahead of schedule because customers communicated via Facebook and Twitter that they wanted bottom-line pricing immediately.

On Jan. 24, full-fare advertising will become an airline industry standard in the U.S., as mandated by the DOT.

While the DOT regulation also applies to price quotes from online agencies and travel agents, Lufthansa only mentioned its own advertising for an early launch.


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