Callable products with dependent demands

Capacity providers such as airlines often sell the same capacity to different market segments at different prices to improve their expected revenues. The absence of a secondary market, due to the nontransferability of airline tickets, gives rise to an opportunity for airlines to broker capacity between consumers with different willingness to pay. One way to broker capacity is by the introduction of callable products. The idea is similar to callable bonds where the issuer has the right, but not the obligation, to buy back the bonds at a certain price by a certain date. The idea of callable products was introduced before under the assumption that the fare‐class demands are all independent. The independent assumption becomes untenable when there is significant demand recovery (respectively, demand cannibalization) when lower fares are closed (respectively, opened). In this case, consumer choice behavior should be modeled explicitly to make meaningful decisions. In this paper, we consider a general consumer choice model and develop the optimal strategy for callable products. Our numerical study illustrates how callable products are win‐win‐win, for the capacity provider and for both high and low fare consumers. Our studies also identify conditions for callable products to result in significant improvements in expected revenues.