ACM market investigation into computer-controlled consumer prices in the airline sector: research methods and consultation
Summary
- ACM launches a market investigation into computer-controlled consumer prices in the Dutch aviation sector.
- The objective is to better understand how computer-controlled consumer prices are actually formed in practice, and what their effects are on consumers.
- Stakeholders have until 31 July to share their opinions about the research methods.
In 2025, the Netherlands Authority for Consumers and Markets (ACM) conducts a market investigation into computer-controlled consumer prices in the Dutch aviation sector. The objective of this market investigation is to better understand how computer-controlled consumer prices are actually formed in practice. ACM is calling on consumers, businesses, scholars, and other stakeholders to share their opinions about the research methods. They can do so through 31 July 2025.
The market investigation into computer-controlled consumer prices is one of the market investigations that ACM announced in 2025. In this way, ACM carries out its duty of ensuring that markets work well, even without a suspicion of violation of the rules. ACM has seen that prices for consumers are increasingly formed using data and algorithms. This concerns both dynamic pricing (where prices change because of, for example, demand and supply, such as higher prices during the high season) and personalized pricing based on profiles (such as student discount).
Martijn Snoep, Chairman of the Board of ACM, adds: “We’re receiving more and more reports, both in the Netherlands and in other European countries, that businesses have algorithms or computers set their prices. That’s not prohibited, nor necessarily undesirable. Yet, it’s possible that algorithms get better and better at estimating consumers’ maximum willingness to pay. The money that you used to save and could spend on other things is no longer there. On balance, you’re able to purchase fewer goods or services with the same budget.”
Choice for sector
It is a well-known fact that, in the airline sector, prices greatly fluctuate over time when booking airline tickets, something that has been the case for quite a long time. Furthermore, the airline sector is relevant to society because of the sector’s role in leisure traffic. The sector’s competitive landscape is well-defined, as a result of which ACM sees sufficient opportunities for data collection in order to answer the research questions. That makes the airline sector a relevant choice for this market investigation: a high level of computer-controlled pricing in a societally relevant sector, where ACM sees sufficient opportunities to gain insight into the real-world effects of computer-controlled consumer prices.
Research methods and consultation
Now that the market investigation’s exploratory phase has been completed, ACM presents its research methods. In order to be able to fully understand how computer-controlled consumer prices are formed in the airline sector, ACM would like to take advantage of knowledge and experiences from the sector itself. That is why ACM invites consumers, businesses, scholars, and other stakeholders to share their experiences or suggestions.
For example, stakeholders are able to put forward their suggestions and recommendations about:
- Experiences with how computer-controlled consumer prices work (dynamic and personalized prices) in the airline sector.
- Knowledge about the possible effects of computer-controlled consumer prices on the sale of airline tickets to consumers, possibly with recommendations regarding what ACM needs to look at.
- The research method, and what type of information can be of help to ACM in its market investigation.
Submit your opinions about the research methods
Please find the market investigation’s research methods here: Research methods and consultation of market investigation into computer-controlled consumer prices in the aviation sector.
ACM invites stakeholders to share their opinions about our research methods by visiting this page. They can do so through 31 July 2025. When finalizing its research methods, ACM will take into consideration as much as possible any opinions it receives.
In order to have the process take place in a transparent manner, ACM publishes the opinions from businesses and organizations on its website. Opinions from consumers will not be published. Other opinions will be published in consultation with the individuals in question.
ACM still plans to publish the market investigation’s provisional results and recommendations in 2025.