>>> this is the high time for booking summer vacation travel. and we learned today that when you go comparison shopping for hotel rooms on othe orbitz.com, the choices you are given may depend on the type of computer you are using. that says something about the money you have to spend. our report on this tonight from nbc's tom costello.
>> reporter: for millions of americans looking for travel deals, orbitz is a first stop, it turns out, orbitz is very good at tracking deals and who its customers are. orbitz noticed that mac users generally spend 20 to $30 more per night on a hotel, than pc users. mac users were 40% more likely to book say four or five star hotel . not only did they pay more for their computers, forrester research found the average household income for mac users was just over $98,000 compared to $74,000 for pc users. so if you're a mac user, orbitz may soon show you some different hotel options than if you're on a pc. the first three hotels that pop up in miami beach may not be the first three hotels that pop up on this computer.
>> this is using the information that we learn from millions of consumers who come to our website to help make that travel shopping experience better.
>> reporter: importantly, orbitz isn't charging more for the same hotel room , instead it's simply showing mac users more expensive options higher up. in london today , one of the hottest tourist destinations this summer.
>> she's a mac . i use a pc.
>> reporter: americans seem skeptical about the orbitz plan.
>> having them classify me turns me off.
>> there's a little big brotherish to it too that i find a little creepy.
>> reporter: consumer experts say it's just more confirmation that we're always being tracked.
>> you're being put into these buckets based on who you are, how much money they think you make.
>> reporter: the moral of the story may be an old one, pays to comparison shop. tom costello, nbc news, washington.
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