LBF Travel, Inc.

LBF Travel, Inc., a company physically located in San Diego, California, operates as a significant player in the digital travel space. While it has a corporate office, its primary interaction with customers is through a portfolio of consumer-facing websites, positioning it as a major online travel agency (OTA). The company is the parent entity behind brands such as SmartFares, Travelation, and CheapFlightNow, among others. This structure means that many customers booking cheap flights or travel deals through these sites may not realize they are interacting with the same underlying corporation. The company's business model is built on providing a hybrid approach, combining online booking platforms with 24/7 contact centers staffed by over 850 professionals to assist with travel planning and booking.

The Potential for a Positive Experience

In an ideal scenario, using an online travel service like LBF Travel can provide considerable benefits. The company aims to serve as a valuable intermediary between the traveler and the complexities of airline and hotel booking systems. There are documented instances where customers have found this to be the case. One traveler, for example, reported a highly positive experience where an airline unexpectedly rescheduled flights. The agent at LBF Travel was able to quickly manage the situation and resolve the problem in minutes, saving the customer significant stress. This highlights the intended value proposition of the agency: to leverage their industry connections and expertise to handle unforeseen issues on behalf of the client. For some, the ability to find competitive pricing and have a professional handle the logistics of a complex international travel itinerary is a primary draw.

A Pattern of Significant Customer Complaints

Despite the potential for positive outcomes, a substantial volume of customer feedback details severe and recurring problems. The contrast between the company's stated mission—"to combine creativity and experience with technology to provide the most affordable and valued travel deals"—and the reported experiences of many travelers is stark. These are not minor grievances but often involve significant financial losses and extreme frustration, suggesting systemic issues within the company's operations and customer service departments.

Booking Errors and Post-Sale Complications

A critical issue reported by customers involves errors made during the flight booking process, with dire consequences. One detailed account involves a ticket for an international flight purchased through SmartFares, an LBF Travel brand. The system incorrectly merged the passenger's first and last names, creating a mismatch with the passport and rendering the ticket unusable. When the customer attempted to rectify this immediately, the response from customer service was reportedly abysmal. An offer to fix the error for a $300 penalty was made but never acted upon, leaving the customer in a bind. The airline itself confirmed the error originated with the agency, yet no one at LBF Travel or its subsidiary took responsibility. This failure forced the customer to purchase a last-minute emergency ticket, resulting in a complete financial loss on the original purchase.

Billing Discrepancies and Refund Failures

Financial issues are a dominant theme in complaints against LBF Travel. Numerous travelers report problems ranging from hidden fees to outright incorrect charges. The same customer who experienced the name-mismatch issue also noted that $220 in airport taxes were added after the ticket had already been paid for, a practice that feels dishonest to those affected. Another traveler planning a trip to Cancun reported being charged four separate times for the same stay. After nearly three months of attempting to secure a refund, their efforts were met with a wall of silence. Calls to the refund department were allegedly disconnected immediately, and email correspondence proved fruitless. This experience led the customer to warn others to "stay clear, run," painting a picture of a company that is either unable or unwilling to manage its billing and refund processes effectively.

Serious Allegations of Deceptive Practices

Perhaps the most alarming feedback involves allegations of outright deceptive business practices. Multiple customers have reported incidents where they believed they were interacting with the Hilton Honors customer service line, only to find they were dealing with LBF Travel. One user claims the company owns a phone number that is just one digit off from the official Hilton line. In this case, the customer's loyalty points were used to book a room, and their credit card was simultaneously charged $66. When they discovered the discrepancy and requested a refund, the company allegedly refused and subsequently blocked their phone number. A separate but strikingly similar account details a $300 charge for a reservation the customer never made with LBF, believing they were booking directly with Hilton. Again, a promised refund never materialized, forcing the customer to report the charge as fraudulent and cancel their credit card. These accounts suggest a troubling pattern that goes beyond poor service into potentially predatory territory.

Navigating Your Booking Decision

For potential customers, the information available presents a high-risk, low-reward scenario. While there is a possibility of a smooth transaction, the weight of detailed negative reviews suggests a significant chance of encountering serious problems. The issues are not isolated to one area but span across critical aspects of the business: booking accuracy, billing transparency, customer service responsiveness, and refund processing. The company's operation of multiple brand names (SmartFares, Travelation, etc.) means travelers must be vigilant. A deal found on one of these sites is ultimately a transaction with LBF Travel, and it carries the same associated risks described by numerous consumers.

Given the severity of the complaints, including formal reports filed with the Better Business Bureau (BBB), the FTC, and the U.S. Department of Transportation, travelers considering this travel agency should proceed with extreme caution. It is advisable to verify all details independently, use a credit card that offers robust fraud protection, and document every interaction. While the allure of vacation packages and low fares is strong, the potential for financial loss and travel disruption appears to be substantial when dealing with this company and its subsidiaries.