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high WTP, causing them to choose higher fares when they minimize their own disutility
of air travel. Studies have shown that the “Saturday night minimum stay” condition is
among the most effective in keeping business travelers from purchasing low fares (Boeing,
1988). Longer minimum stay conditions (e.g., 7 days) are more common in longer-haul




Airline Differential Pricing 81
international markets, as the Saturday night minimum stay restriction is not sufficient to
prevent diversion of business passengers to lower fares on longer-haul trips.
Even with the use of a variety of fare restrictions, it is impossible to achieve the perfect
segmentation of demand implied by the model in Figure 4.2. Some proportion of travelers
with high WTP will be able to meet even the most severe restrictions, or alternatively will
replan their trips to allow them to meet these restrictions. Airline data shows that some
business travelers have long been able to purchase restricted fares by rearranging their
travel plans. This practice became even more common as the price differences between
the highest unrestricted full coach fares and the lowest available restricted fares increased,
and as business travelers became less willing to pay the highest fare levels.
A major challenge for airlines that practice differential pricing is the establishment of
a set of fare product restrictions that can reduce the potential for diversion, especially as
passengers’ valuations of restriction disutilities change. Almost any set of fare restrictions
will be imperfect in terms of demand segmentation. In the simple differential pricing
model shown in Figure 4.3, some percentage of those in the higher demand segment
will buy the lower fare at P2, which is lower than their WTP. If, for example, 50% of
those with a high WTP that the airline had expected to buy the higher fare at P1 actually
divert to P2, revenue is lost (lighter tinted area in Figure 4.3). This example illustrates
the critical importance of effective restrictions to support fare product differentiation. At
the extreme, inadequate restrictions on lower-fare products, or “fare fences,” can result
in so much diversion that the revenue benefits of differential pricing disappear.
On the other hand, if they are unable to purchase a low fare, some passengers will
“sell up” to a higher fare if they are able to meet the conditions of the lower fare, but
cannot find low-fare seat availability. This behavior is also known in the airline industry



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