Air Canada sale shows how dynamic pricing can offset discounts

A Montreal couple found that rebooking an Air Canada flight during a 25% fare sale ended up costing slightly more than their original booking. The difference came down to dynamic pricing, which can raise the base fare when a promotion drives demand. The couple had originally booked a MontrealtoChicago return flight and canceled it within Air Canada's 24hour free cancellation window so they could rebook during the sale. Even with the larger discount, their new tickets were $5.71 more expensive because the base fare had increased in the meantime. Air Canada said the couple had already received an undisclosed discount on the first booking and explained that the higher rebooked price reflected changes in demand and seat availability. Consumer and aviation experts say the case highlights a broader issue: advertised discounts can be difficult to compare when fares change in real time, and shoppers may not know their true savings.