The Dutch competition authority is taking a fresh look at how airline ticket prices are being set in today’s digital world.
The Netherlands Authority for Consumers and Markets (ACM) has launched a new market study into the growing use of algorithms to determine what consumers pay for flights. The goal is to understand how this kind of computer-driven pricing works in practice and what it means for consumers. The ACM is calling on companies, data scientists, developers, and everyday travelers to share their experiences or concerns. Responses to the research approach are welcome until July 31, 2025.
ACM chairman Martijn Snoep said that while there’s nothing inherently wrong with using algorithms to set prices, the authority is hearing more and more reports — from within the Netherlands and across Europe — that companies are increasingly letting computers decide what consumers should pay. Algorithms, he said, are getting better at estimating how much someone is willing to spend, which means that consumers may unknowingly end up paying more and getting less for their money than they used to.
The aviation sector is an obvious focus for the study, given its long history with fluctuating ticket prices and the high visibility of digital pricing. Booking a flight online often means seeing prices jump or drop based on the day, time, or even the device you’re using. ACM says the industry’s mix of social relevance, data-driven pricing, and active competition makes it a strong candidate for this kind of research.
The study will look into both dynamic pricing, where prices shift depending on supply and demand, and personalized pricing, where different people may see different prices based on their individual data or online behavior. But instead of jumping to conclusions, the ACM wants real-world input from those with hands-on experience, whether that’s industry professionals, technical experts, or travelers who have noticed strange pricing patterns.
The regulator is asking for practical suggestions, experiences, and insights that could help them understand the consequences of algorithmic pricing and decide where to focus its attention. The feedback will help shape the direction of the study, and ACM plans to publish its preliminary findings and recommendations later this year. Company and organizational responses may be made public, while comments from individuals will remain confidential.
This initiative is part of ACM’s wider effort in 2025 to monitor digital market practices — not just when something goes wrong, but to keep an eye on how markets are evolving in general. It reflects a growing interest in how algorithms are reshaping not only prices but the choices consumers have.
