Please DO increase the ticket price!
I feel badly reading your story. I have gone through this before. On a personal level, I wish that you never went through this unfair ordeal as this was beyond your control. I am no fan of airlines. Regardless, I have a strong opinion about last-minute ticket pricing. I am eager to hear what you and others have to say about this so please reply with your feedback on my opinion.
We know that airlines are dogs. The nonsensical price increase that you experienced is driven by complex algorithms. Their goal is to fill every seat for as much money as possible. They suck. However, I can tell you one thing for sure: your ticket would not have been $644 if someone else wasn’t able and willing to pay that much for that seat.
The price was calculated by the science of revenue management which includes some very precise predictive modeling. Airlines do this only to make money. But there is value to society (stick with me here). They should have waived the charges. That is, unless we knew everything else going on in the world at that moment.
Let’s say that there is only one seat left on a plane.
John wants to visit his friend this weekend.
Mary’s mother lives across the country. She’s been struck by a vehicle and has one day to live.
Who should get that seat? First come, first serve doesn’t seem very fair. Mary had no idea that her mother would get struck by a vehicle. On the flip side, an ebay-type auction amongst passengers would be extreme. The only thing I see fit here is predictive modeling by the airline. Rather capitalistic, but, science can predict that SOMEONE would be willing to pay $644 for that seat. Many people may look at the price and walk away. Trust me, the airlines wouldn’t invest so much in the system if they weren’t getting a return on investment. If computer models can predict how much the seat will sell for, certainly Mary would be willing to pay $644 for the ticket today to spend those precious last moments with her mother. An expensive ticket is better than no ticket, right? One price really doesn’t fit all.
I believe that airfare is a more humane and natural way to decide who gets a limited resource. Again, when I get hit with change fees for a situation like this, I feel just as outraged. However, I do believe that it’s better for society until everyone has a private jet.
Thoughts?
|