Why a 25% discount on airfare cost a Montreal couple more - thanks to dynamic pricing

A Montreal couple was confused and upset after they rebooked their Air Canada flight to take advantage of a new sale, and the rebooked tickets cost slightly more. Dynamic pricing, a system where airlines adjust prices in real-time based on demand, was the culprit behind this unexpected outcome. The couple initially booked their flights at a higher price, but when they rebooked at a 25% discount, they found that the new tickets were actually more expensive than their original ones. This phenomenon occurs when the airline's algorithm determines that the rebooked flights are in a higher demand category, resulting in a higher price. This situation highlights the complexities of dynamic pricing and its potential to catch travelers off guard, even when they think they're getting a good deal.