Optimal timing of airline promotions under dilution

Daniel F. Otero, Mariana Escallón, Cristina López and Raha Akhavan-Tabatabaei

European Journal of Operational Research, 2019, vol. 277, issue 3, 981-995

Abstract: Offering promotions has become common practice in the airline industry as a strategy to boost the total revenue. An effective promotion campaign should be adequately priced and timed to attract sufficient extra demand and compensate for the markdown price. Diversion of demand from the regular fare to the markdown price is also a side-effect of offering promotions, which needs to be considered in designing successful campaigns. Demand dilution occurs when customers are attracted to the promotional fare from higher fare families, or from future purchases to the promotional time window. We propose a stochastic dynamic model for the optimal timing of promotions, considering both types of dilution and given fixed prices for the regular and promotional fares. We prove the existence of an optimal policy, and derive structural properties to find the minimum number of unsold seats that justifies the promotion under dilution. We examine the performance of this model on two cases from a Latin American airline and demonstrate considerable savings by applying our proposed optimal policy versus the airline’s current policy.

Keywords: Revenue management; Stochastic dynamic programming; Dilution; Airline promotion (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0377221719302504
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:277:y:2019:i:3:p:981-995

DOI: 10.1016/j.ejor.2019.03.011

Access Statistics for this article

European Journal of Operational Research is currently edited by Roman Slowinski, Jesus Artalejo, Jean-Charles. Billaut, Robert Dyson and Lorenzo Peccati

More articles in European Journal of Operational Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().