Grace Period is All You Need: Individual Fairness without Revenue Loss in Revenue Management

Imagine you and a friend purchase identical items at a store, yet only your friend received a discount. Would your friend's discount make you feel unfairly treated by the store? And would you be less willing to purchase from that store again in the future? Based on a large-scale online survey that we ran on Prolific, it turns out that the answers to the above questions are positive. Therefore, when allocating resources to different customers, sellers should consider both the total reward and individual fairness. Motivated by these findings, in this work we propose a notion of individual fairness in online revenue management and an algorithmic module (called ``Grace Period'') that can be embedded in traditional revenue management algorithms and guarantee individual fairness. Specifically, we show how to embed the Grace Period in five common revenue management algorithms including Deterministic Linear Programming with Probabilistic Assignment, Resolving Deterministic Linear Programming with Probabilistic Assignment, Static Bid Price Control, Booking Limit, and Nesting, thus covering both stochastic and adversarial customer arrival settings. Embedding the Grace Period does not incur additional regret for any of these algorithms. This finding indicates that, in an asymptotic regime, there is no tradeoff between a seller maximizing their revenue and guaranteeing that each customer feels fairly treated. The core intuition behind the Grace Period is that independent randomized decisions for each customer often lead to unfair outcomes. However, we cannot eliminate the randomness, as it plays a crucial role in maximizing profit. The Grace Period addresses this by shifting randomness away from individual decisions and applying it instead to the total number of customers receiving a particular decision. This approach preserves revenue potential while mitigating fairness issues.