Is Emirates’ new “Hold My Fare” feature useful?
Emirates has launched a new feature on its website called “Hold My Fare”, which enables visitors to 'lock-in' their selected fare for 48 hours.
Would-be buyers are charged a small fee based on the full price, which is refunded if the ticket is paid for in full later on.
The new feature could be of use to business travel buyers who have not yet firmed up their travel plans, although similar benefits could be enjoyed by non-business travellers alike.
The Hold My Fare feature is available in the Middle East, Arabian Gulf, Iran, Indian Ocean, Africa, Australia, New Zealand and some nations in South East Asia, Europe and North America.
In the UK, Hold My Fare is only available on Economy Class flights.
Some in the travel industry believe the new feature could adversely affect travel agents.
The National quoted Saj Ahmad, the chief analyst at Strategic Aero Research, as saying: “They will feel an impact but because Emirates still uses agents, their revenue channel isn't cut off.
“Eventually it will hurt them because Emirates will be more inclined to advertise and freeze fares on its site rather than push that off to travel agents who could conceivably undercut Emirates themselves.”
Others within the industry suggest the feature poses no threat because a 48 hour hold is of little use.
Irish budget carrier Ryanair plans to launch a similar feature called ‘”Hold the Fare” on its website later this year.
Lufthansa too is changing the way it sells its tickets. Fares bought through a third party system such as Amadeus will incur a 16 euro fee (£11.50) from September 1st 2015.
As with Emirates, Lufthansa wishes to increase the number of tickets sold through its website, eliminating so-called ‘middle men'.
Shares in Amadeus fell on the news.
What do you think of the “Hold My Fare” feature?
We understand that many of our business travel insurance customers spend a great deal on travel each year. But do you think the “Hold My Fare” feature is a useful one?
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