Summary:

1. Dynamic or “surge” pricing is an economic strategy wherein companies price services based on demand (think Uber charging more for rides in the rain or at rush hour).
2. But according to one software company, airlines may soon begin charging passengers different prices based on who they are.
3. And although airlines have already implemented this type of fare — for example, making flights around the holidays more expensive — using new technology, they can tailor fares to specific passengers.
4. Revenue management software company PROS — which works with more than 80 international airlines — said that select airlines have already begun implementing “dynamic pricing” structures on their website

Sources: http://www.travelandleisure.com/travel-news/airlines-charging-different-fares-for-different-people