Dynamic pricing found its 15 minutes of fame this summer, and not in a good way. The very public hoo-ha over the astronomic prices of some Oasis tour tickets made this a red-hot consumer topic.
Frustrated fans who saw prices soar far above face value vented to the media about feeling fleeced. For many, dynamic pricing has become synonymous with exploitation and price gouging.
This perception is a problem for the travel industry. Airlines, OTAs and accommodation providers have long incorporated dynamic pricing into their business models, and adoption continues to spread.
The Oasis ticket sale, with its single source of supply, bears no relation to how the system operates fairly in the highly competitive travel market. Yet the stink risks tainting some of the trust travel businesses have worked so hard to earn from customers.
From the standpoint of brand equity, this is a nettle that needs grasping, so a one-dimensional understanding of dynamic pricing doesn’t become settled opinion.
Just as importantly, customers need to understand the same system has a positive role to play in tackling another urgent issue we all face – namely making travel more sustainable.
Concerns about overtourism hit a tipping point this year and have become far more widely reported. Protests in places like Barcelona, Spain and its islands, and Amsterdam raised awareness of the heavy cost for over-visited locations, including strained local infrastructure, degraded natural environments and sky-high housing costs.
The travel industry is working to reduce overtourism in various ways, and dynamic pricing can play a powerful role. By encouraging price-sensitive travellers to choose lesser-explored destinations and to visit out of season, technology can go a long way towards creating the necessary behavioural changes.
For dynamic pricing to deliver this benefit it is important that travellers do not view it as simply a tool for maximising profits. Travel companies and their teams need to go beyond simply adjusting prices and clearly explain the benefits of this system.
So here are a few steps that could foster more transparency and acceptance.
Getting the public to love dynamic pricing is unlikely to happen. But with the right steps in communication and policy, travel businesses can win it a more balanced hearing.
By introducing greater transparency and educating travellers, travel companies can use the technology to make tourism more sustainable while maintaining trust with their customers.
Marc Cornelius is founder and chief executive of PR and digital marketing consultancy 8020 Communications, which operates within the aviation, travel and mobility industries.
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