Hainan Airlines will start auctioning tickets to individual bidders online from Monday, signalling a change in the way airline companies do business, Xinhua reports.

A customer can access the Hainan Airlines website, choose a seat on a flight and offer a price for the ticket. Meanwhile, other customers may compete for the same seat on the flight by offering a higher price. If no higher price is offered after a certain period of time, the ticket will be booked for the last highest bidder.

The service was previously launched to travel services and ticket agencies only, but its success prompted the airline to open it to individuals.

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