„‘Happy hour in reverse’: where dynamic pricing may creep further“

Surge pricing, also known as dynamic pricing, adjusts costs based on supply and demand. It's commonly seen in industries like hotels and travel, but experts predict it could spread to other sectors as well. A pub in London, for example, introduced a £2 surcharge on pints after 10pm to comply with security staff requirements. Some customers criticized this move, calling it greedy, while others noted it was similar to “happy hour” in reverse. Prof. Dr. Florian Stahl expects surge pricing to expand to areas like festivals, transportation, and energy.

Surge pricing is already widespread in several industries, such as ride-hailing apps, airlines, and hotels, and could expand into industries like hospitality, concert tickets, theme parks, and energy suppliers. Dynamic pricing is becoming more prevalent across industries, driven by advances in technology and changing consumer expectations. While it offers flexibility, it also raises concerns over fairness and transparency.

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