A new lawsuit is putting airline pricing under the spotlight and raising a question many travelers have quietly asked for years.
Are ticket prices being adjusted based on you?
A class action filed April 22 in Brooklyn federal court accuses JetBlue of using “surveillance pricing” tactics to track customers and raise fares in real time. The plaintiff, Andrew Phillips, claims the airline collects personal data like browsing history, location, and booking behavior to maximize what each user is willing to pay.
Not just supply and demand.
Personalized pricing.
According to the complaint, JetBlue allegedly monitors users during the booking process and dynamically adjusts ticket prices without clear disclosure or consent. The goal, the lawsuit argues, is simple. Charge each customer the highest possible price they will tolerate.
What made the story go viral?
JetBlue’s own social media response.
In a now widely shared reply, the airline suggested customers try clearing cookies or using incognito mode when searching for flights. That advice only fueled suspicion that tracking could be influencing prices behind the scenes.
The lawsuit taps into a broader concern across industries.
Dynamic pricing is not new. Airlines, hotels, and ride-sharing apps have long adjusted prices based on demand, timing, and availability. But this case goes further, questioning whether personal data is being used to fine-tune prices on an individual level.
If proven, that could shift the conversation from smart pricing to potential consumer manipulation.
JetBlue has not publicly addressed the lawsuit in detail, and the claims remain unproven in court. Still, the case is gaining traction as more travelers share similar experiences of prices changing within minutes.
Same flight. Same seat.
Different price.
Now the courts may decide whether that is just coincidence or something more calculated.