Qantas mistakenly sold first-class tickets for bargain prices. Here’s why it made sense for the airline not to honour the deal in full

By Akhil Bhardwaj, Associate Professor (Strategy and Organisation), School of Management, University of Bath

Australia’s largest airline, Qantas, recently put a deal on its website offering heavily discounted first-class tickets for return flights between Australia and the US. Customers alert and lucky enough to capitalise found themselves paying 85% less than the usual first-class fare, which is upwards of A$20,000 (£10,300).

The problem? The offer was a mistake due to a coding error. The airline soon realised this and took it down. It then decided to switch the roughly 300 customers who had made the purchase…

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