Industry experts say this is largely driven by dynamic pricing models and limited promotional seat availability, rather than misleading advertising.
UAE travellers are increasingly questioning why attractive “starting from” airfare and holiday package prices seen in advertisements often differ from the final prices available at the time of booking.
Travel industry experts say the gap is largely driven by dynamic pricing systems, limited promotional inventory, seasonal demand, and booking timing, rather than misleading advertising. According to Imtiaz Hussain Nasir, most advertised fares are based on a small pool of seats offered at the lowest promotional price when a deal is first launched.
“The biggest reason is that most advertised prices are based on limited inventory,” Nasir explained. “Airlines and travel companies often promote the lowest available fare or package price at the time of publication, but demand can be highly dynamic, especially during peak travel periods such as summer holidays, Eid breaks, and school vacations.” Imtiaz Hussain Nasir
He noted that promotional fares are often linked to specific travel dates, flight schedules, or a limited allocation of seats. Once those seats are sold out, higher fare categories are released, leading to different prices for customers booking later.
Dynamic pricing systems are now a central feature of the modern travel industry, with airlines regularly adjusting fares based on demand, booking patterns, seat availability, seasonal trends, and competitor pricing.
“The lowest fare classes usually have only a very small number of seats and are typically sold first,” said Imtiaz Hussain Nasir. “Once those seats are booked, the system automatically shifts to the next fare category, which can be significantly more expensive.”
Industry experts also note that this effect is especially visible in the UAE, one of the world’s busiest aviation hubs, where demand fluctuates quickly during holidays and major events.
Fazil Firoos added that travel agencies often design promotional campaigns around the lowest fares provided by airline suppliers.
“Every month we receive a list from our suppliers showing available flights and their fares,” he said. “We build promotional content based on the lowest fares in that list, which is why advertisements say ‘fares starting from’. As those cheapest seats are sold out, prices naturally rise.”
Firoos noted that such promotions are typically more common during periods of lower travel demand, while airlines have less incentive to offer discounts during peak seasons such as summer school holidays when demand is already high.
Experts said promotional fares are generally genuine but come with conditions that many travellers may overlook, including specific travel windows, advance purchase requirements, minimum stay rules, blackout dates, limited seat availability, and strict refund policies.
“Customers often focus on the headline price without reviewing the detailed conditions attached to the promotion,” said Imtiaz Hussain Nasir. “During high-demand periods, promotional inventory can be exhausted very quickly, sometimes within hours or days of a campaign launch.”
Travel agents also report increasing confusion among customers over fare differences. Nasir added that enquiries about pricing transparency have risen over the past year as travellers encounter more promotions across digital and social media platforms.
Ipshita Sharma said many customers mistakenly assume advertised fares are widely available.
“Most promotional fares are based on a very small number of seats at the lowest possible price point,” she said. “In the UAE, where travel demand remains high year-round, those seats can disappear very quickly.”
However, Fazil Firoos believes there is room for greater transparency. He said promotional prices should ideally include all taxes, processing fees, and mandatory charges to help customers better understand the true cost upfront.
Sharma added that experienced travel agents can help travellers navigate complex fare structures by explaining pricing differences, identifying hidden costs, and suggesting alternative travel options.
Industry experts ultimately advise travellers to book early during peak seasons, carefully review fare conditions, and look beyond headline prices to understand the full cost of a trip, as promotional fares are often limited and can disappear quickly.
