Netherlands regulator finds dynamic but not personalized airline pricing
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The Netherlands Authority for Consumers and Markets reported extensive dynamic pricing and little personalized pricing in airline fares, analysing more than 14 million transactions across 155,417 flights on 56 routes between July 2022 and July 2025.
An average flight showed roughly 30 to 35 different prices for a comparable ticket, and neither previous searches nor device choice explained the prices offered; nevertheless, 46 % of surveyed consumers believed previous searches affected their price and 25 % believed their device did. United Airlines said a $400 higher charge to a senior citizen resulted from a new search triggered by changing the passenger’s age, which replaced a mixed coach‑and‑first‑class itinerary with first class on both flights. Orbitz observed that Mac users were more likely to book premium hotels, ran an experiment using that data to recommend hotels, and discontinued the experiment after about a month.