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Low-cost pricing strategies in leasure markets

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  • Paolo Malighetti
  • Renato Redondi
  • Andrea Salanti

Abstract

The practice of dynamic pricing, so typical of low cost carriers, is generally regarded as a form of price discrimination between "leisure" and "business" travellers on the single flight or on the single route. Across different routes, however, things may go differently. If price increases in the last 15 days prior to departure are meant to discriminate business demand, leisure demand should account for earlier price variations. Working on a database including the daily fare over the 3 months prior to each flights operated by easyJet during 2009, we assign to each route its own "leisure index", defined as the difference between the rate of price change during the ninety days prior to departure and the one during the last 15 days. Empirical results can be summarized by saying that "business" routes have lower average prices per kilometre, while "leisure" routes show a less dynamic price behaviour, with higher minimum prices and lower maximum prices per kilometre.

Suggested Citation

  • Paolo Malighetti & Renato Redondi & Andrea Salanti, 2010. "Low-cost pricing strategies in leasure markets," Working Papers 1007, Department of Management, Information and Production Engineering, University of Bergamo.
  • Handle: RePEc:brh:wpaper:1007
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    9. Malighetti, Paolo & Paleari, Stefano & Redondi, Renato, 2010. "Has Ryanair's pricing strategy changed over time? An empirical analysis of its 2006–2007 flights," Tourism Management, Elsevier, vol. 31(1), pages 36-44.
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    Cited by:

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    3. Alderighi, Marco & Nicolini, Marcella & Piga, Claudio A., 2016. "Targeting leisure and business passengers with unsegmented pricing," Tourism Management, Elsevier, vol. 54(C), pages 502-512.
    4. L. Moreno-Izquierdo & A.B. Ramón-Rodríguez & J.F. Perles-Ribes, 2016. "Pricing Strategies of the European Low-Cost Carriers Explained Using Porter's Five Forces Model," Tourism Economics, , vol. 22(2), pages 293-310, April.
    5. Beria, Paolo & Bertolin, Alberto, 2019. "Evolving long-distance passenger services. Market concentration, fares and specialisation patterns in Italy," Research in Transportation Economics, Elsevier, vol. 74(C), pages 77-92.
    6. Morlotti, Chiara & Mantin, Benny & Malighetti, Paolo & Redondi, Renato, 2024. "Price volatility of revenue managed goods: Implications for demand and price elasticity," European Journal of Operational Research, Elsevier, vol. 312(3), pages 1039-1058.
    7. Bilotkach, Volodymyr & Gaggero, Alberto A. & Piga, Claudio A., 2015. "Airline pricing under different market conditions: Evidence from European Low-Cost Carriers," Tourism Management, Elsevier, vol. 47(C), pages 152-163.
    8. Cattaneo, Mattia & Malighetti, Paolo & Redondi, Renato & Salanti, Andrea, 2018. "Changes in frequencies and price variations on point-to-point routes: The case of easyJet," Transportation Research Part A: Policy and Practice, Elsevier, vol. 112(C), pages 60-70.
    9. Moreno-Izquierdo, L. & Ramón-Rodríguez, A. & Perles Ribes, J., 2015. "The impact of the internet on the pricing strategies of the European low cost airlines," European Journal of Operational Research, Elsevier, vol. 246(2), pages 651-660.
    10. Zeigler, Patrick & Pagliari, Romano & Suau-Sanchez, Pere & Malighetti, Paolo & Redondi, Renato, 2017. "Low-cost carrier entry at small European airports: Low-cost carrier effects on network connectivity and self-transfer potential," Journal of Transport Geography, Elsevier, vol. 60(C), pages 68-79.
    11. Cirer-Costa, Joan Carles, 2017. "Estrategias de fijación y ofuscación de precios en los hoteles de sol y playa [Pricing and obfuscation strategies for sun and beach hotels]," MPRA Paper 81823, University Library of Munich, Germany.
    12. Moreno-Izquierdo, Luis & Ramón-Rodríguez, Ana & Such-Devesa, María Jesús, 2018. "The challenge of long-term tourism competitiveness in the age of innovation: Spain as a case study," INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH, Asociación Española de Ciencia Regional, issue 42, pages 13-34.
    13. Cattaneo, Mattia & Malighetti, Paolo & Morlotti, Chiara & Redondi, Renato, 2016. "Quantity price discrimination in the air transport industry: The easyJet case," Journal of Air Transport Management, Elsevier, vol. 54(C), pages 1-8.
    14. Avogadro, Nicolò & Malighetti, Paolo & Redondi, Renato & Salanti, Andrea, 2021. "A tale of airline competition: When full-service carriers undercut low-cost carriers fares," Journal of Air Transport Management, Elsevier, vol. 92(C).
    15. Malighetti, Paolo & Redondi, Renato & Salanti, Andrea, 2014. "Competitive vs. monopolistic routes: Are fares so different?," Research in Transportation Economics, Elsevier, vol. 45(C), pages 3-8.
    16. Alderighi, Marco & Nicolini, Marcella & Piga, Claudio A., 2019. "Is low-cost carriers’ revenue management a firm capability?," Journal of Air Transport Management, Elsevier, vol. 78(C), pages 15-22.
    17. Wen, Chieh-Hua & Chen, Po-Hung, 2017. "Passenger booking timing for low-cost airlines: A continuous logit approach," Journal of Air Transport Management, Elsevier, vol. 64(PA), pages 91-99.
    18. Moreno, Luis & Ramon, Ana & Pedreño, Andrés, 2015. "The Development of Low-cost Airlines and Tourism as a Competitiveness Complementor: Effects, Evolution and Strategies," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(4), pages 262-274.
    19. Beria, Paolo & Grimaldi, Raffaele & Debernardi, Andrea & Ferrara, Emanuele & Laurino, Antonio, 2014. "Spatial and scenario analyses of long distance coach transport in Italy," MPRA Paper 54739, University Library of Munich, Germany.
    20. Morlotti, Chiara & Cattaneo, Mattia & Malighetti, Paolo & Redondi, Renato, 2017. "Multi-dimensional price elasticity for leisure and business destinations in the low-cost air transport market: Evidence from easyJet," Tourism Management, Elsevier, vol. 61(C), pages 23-34.
    21. Su, Min & Luan, Weixin & Sun, Tianyao, 2019. "Effect of high-speed rail competition on airlines’ intertemporal price strategies," Journal of Air Transport Management, Elsevier, vol. 80(C), pages 1-1.

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