Highland local’s shock at £205.99 bus fare from Glasgow to Inverness
An Ullapool resident was shocked to find bus fares reaching over £200 for a one-way trip from Glasgow to Inverness.
The Wester Ross local, who was returning home after a trip to the central belt, was “surprised” by the Citylink bus fare of £205.99 on their website. The resident said: “I was homeward-bound, but I was surprised at the Megabus fare which is usually much less — dynamic pricing has gone mad it seems, so I am now on the train.”
According to a Harvard Business School article, dynamic pricing is a strategy that bases products or services’ prices on evolving market trends, with digital platforms often using technologies like artificial intelligence to deploy algorithms that analyse market conditions, and predict optimal pricing.
After contacting customer services, a Stagecoach representative confirmed that the ticket price should have been “closer to £20.99”.
The customer service employee said: “I am sorry to hear that there was an issue with the pricing on our website.
“We have recently updated our website and changed our systems. Unfortunately this means there are some teething issues.
“I believe the price should have displayed something closer to £20.99. Thank you for highlighting this error to us. We will pass this feedback onto our team to investigate this.
“I apologise for any inconvenience caused.”
