Although globalization allows travelers to choose from different transportation options and arrive to their destination in various times, hotels continue to rely on the traditional 3:00p.m. check-in and noon check-out times. would a guest perceive the rate as being fair when service durations and prices do not match either due to extra charges for early check-ins, late arrivals, or early check-outs? This study aims to investigate the effect of service duration and price matching on consumers’ perceived price fairness. The findings of this study suggest that the service duration (mis)match and type of pricing jointly impact consumer perceptions of price fairness.