Flying out of Denver International Airport is starting to feel less like a trip and more like a shakedown at the register, as a new investigation reveals that travelers are paying hefty markups on basic coffee, snacks, and grab-and-go meals compared to prices just a short drive from the terminal.
Investigation finds widespread markups
A 9NEWS probe logged prices for more than 80 items at Concourse B and compared them to in-town comparators, finding roughly 73% of tracked products were priced more than 15% above nearby street prices. The station's price log shows examples like a $4.55 black coffee at a DIA Starbucks versus $2.95 at the nearest Starbucks, and a $3.02 medium coffee at a McDonald’s inside the terminal compared with $1.49 at a nearby drive-through. Some prepackaged snacks and sandwiches came in at significantly higher prices than their off-airport counterparts, drawing consumer complaints.
Airport officials say they're watching prices
"93% of the items surveyed are compliant," Pamela DeChant, senior vice president of concessions at Denver International Airport, told 9NEWS, adding that concessionaires must submit annual pricing surveys and that the airport regularly audits prices. She acknowledged that a small share of items are under investigation and that some operators rely on corporate or higher-end comparators when defending what they charge in the terminal.
Lawmakers weigh limits for 'captive' customers
State lawmakers are stepping in with proposals that target captive consumers, people who have limited choices inside places like airports. According to The Colorado Sun, Rep. Yara Zokaie introduced HB26-1012 to bar "unreasonably excessive" pricing in captive settings and to require more pricing transparency from delivery platforms and retailers.
Oversight questions complicate enforcement
New scrutiny of how the city watches concession contracts could make those proposals harder to enforce. A Denver auditor's review, summarized in coverage that flagged unallowable deductions and overdue payments by concessionaires, suggested that stronger enforcement would be needed if tighter pricing rules were adopted, according to Hoodline.
Why airport prices often run higher
Airport officials and industry observers point to higher rents, security and staffing costs, and the push to showcase local brands as reasons prices climb at the terminal. Pamela DeChant has said the airport sees value in highlighting Denver restaurants, per BusinessDen, and a National Academies analysis notes that airports use a variety of approaches to street pricing and operating costs, which helps explain the patchwork of rules from one terminal to the next. That mix of market positioning and fixed overhead can leave passengers paying very different prices for the same item depending on where they are standing.
How travelers can avoid sticker shock
Travelers who want to dodge the worst of the markups might want to stock up before they hit security or bring a refillable bottle to top off at water fountains. When time allows, comparing options across concourses or choosing some locally run outlets that stick closer to street prices can shave a few dollars off a busy travel day.
Legal angle
The bill moving through the statehouse would give Colorado's consumer protection framework new tools to challenge excessive pricing in captive settings and would increase transparency requirements for delivery platforms. The bill text is available on the Colorado legislature's website. As drafted, HB26-1012 would route enforcement through Colorado's consumer protection law if regulators find retailers charging unreasonably excessive prices in places like airports.
The 9NEWS probe has added fuel to a local debate over whether concessionaires, airport managers, or lawmakers should do more to keep basic goods affordable for travelers. We'll update this story as Denver International Airport representatives and state lawmakers respond to the investigation and the proposed legislation.
