Airlines Tweak Their Pricing Strategies to Adopt New Ways to Boost Revenue

Sean O’Neill,

The pandemic caused a plunge in demand that has stumped the software that airlines use for pricing. The airlines have been responding by changing how they forecast demand. The changes are shaking up revenue management, a specialty that airlines have spent hundreds of millions of dollars on in the past decade.

“Demand is pretty predictable in normal times,” said Justin Jander, director of product management at PROS (Pricing and Revenue Optimization Solutions). “As an individual flyer, you probably think your behavior isn’t predictable. But generally speaking, when you’re flying millions of passengers per year, you can really get a pretty good feel for demand.”

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