Dynamic pricing is coming for everything in travel
Sam Kemmis | NerdWallet
First it was Ubers. Then it was Wendy’s hamburgers (except the fast food chain clarified it was technically dynamic pricing, not surge pricing). But now, the real deal — surge pricing — is targeting your checked bags.
JetBlue quietly (sneakily?) introduced “peak” and “off-peak” pricing to its checked bag fees on March 22, a fact the world was alerted to because my editor happened to check the JetBlue website. That means you have to pay $5 to $10 more each way for checked bags on JetBlue when flying during busy travel times, such as the summer, much of the winter and some random weeks in the spring.
It’s a classic example of surge pricing — a type of dynamic pricing where companies only increase prices during times of high demand, but don’t lower pricing during times of low demand.
Technically, these new dynamic baggage fees won’t affect all customers like the blanket increases some other airlines, such as Alaska and Delta, recently added. Yet they also mean more complication and confusion for customers who are trying to figure out which airline offers the lowest total price for a given route.