Lufthansa Will Be First European Airline to Adopt Dynamic Pricing for Award Seats

The practice of using dynamic pricing, or selling award seats as a function of demand or retail market price, is spreading into Europe. Last week, Lufthansa confirmed that it would be the first carrier to adopt the model for its Miles & More loyalty program later this year, though it wouldn’t share an exact timeline. Lufthansa follows Delta and now United, which launched its own dynamic plans last month. Passenger feedback on dynamic pricing has been mixed. After Skift wrote about Lufthansa’s new pricing policy, reader Sam wrote in with feedback on how Delta’s incorporation of the new model was being received. “Frankly it’s mind-boggling that anyone even remotely knowledgeable with the airline industry could possibly find anything positive to say about that model,” he says. “It’s been proven to be a way for the airlines to gouge their loyal customers. “I live in Atlanta, which is a home base for Delta. It introduced that kind of system a few years ago,