According to the WSJ, Forrester research said earlier that the average household income for adult owners of Mac computers is $98,560, compared with $74,452 for a Windows PC owner.
Notably, the Orbitz results are not being manipulated "too much." The company isn't showing the same room to different users at different prices. It's also fair to point out that users can opt to rank results by price.
Instead, Orbitz explained that costlier, possibly luxury-laden offers are displayed "more prominently" in the search results.
The WSJ performed its own tests, and found that some results were unaffected, depending on the cities of the desired hotels. However, a Mac search for a hotel in Miami Beach for two nights in July had the following results: “Overall, hotels on the first page of the Mac search were about 11 percent more expensive than they were on the PC."
Hotels on the first page of search results for Baton Rouge, La. were 13 percent more expensive in terms of Mac vs. PC.
Meanwhile, a rep from Orbitz' big rival, Expedia, told the WSJ the publication that it doesn’t offer different results for Mac and PC users.
Mac vs. PC distinctions are only beginning to impact Orbitz' site, the company said, in a slow roll-out. That is also just one part of user data that Orbitz uses, as well, with other data, such as location and history, also affecting search results.