"I know what fares my competitor airlines' file, but is that really what they are selling? Just because they file a $99 fare, should I automatically match it? How are they selling this fare, if at all? The only way I know for sure is to shop my competitors' websites to truly understand what they are selling.

Internally, my team implements both simple and sophisticated pricing and revenue management strategies to optimize revenue on each of our flights. Based on these strategies I assume that my products will be offered in the marketplace in a way that will generate as much revenue as possible. The only way I can make sure these strategies are correctly represented in the marketplace is to shop my website along with the websites of other channels that sell my products."