Cigna, which launched a new cost estimator in March, has been getting about 120, 000 unique visitors a month out of its 12.7 million members.

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They usually say that they have an experienced estimator who works up cost estimates.

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TripAdvisor, which collaborates with SmarterTravel (both are owned by Expedia), also instituted a fees estimator, which allows people to figure out what flights will really cost, removing the element of surprise.

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