CASE STUDIES | CANCEL FOR ANY REASON
Air Canada Case Study
Air Canada partnered with HTS to offer travelers more freedom and flexibility to change their travel plans when booking with HTS’ Cancel for Any Reason.
THE OPPORTUNITY
Flexibility as an add-on ancillary
For a nominal fee, travelers can now add Cancel for Any Reason to eligible non-refundable fare types booked on Air Canada’s website, offering additional peace of mind and the ability to get a refund via their original form of payment.
Air Canada enjoys brand new ancillary revenue from the sales of the new service, without cannibalizing any passenger revenue.
Air Canada’s customers obtain a new level of refundability, truly for any reason – no questions asked.
Automated and simple cancellation and refund flow reduces reliance on customer service teams.
Air Canada receives 100% of the revenue related to the reselling of the now available seat following cancellation of initial bookings.
THE RESULTS
A successful partnership
7%
Attach rate
20 day
Advance cancellation
98%
Self-serve resolution
2.5x
Improvement since launch
“A cornerstone of Air Canada’s customer promise is to offer the best selection of flights at appealing fare levels. We do this by providing a menu of branded fares, each with its own attributes so customers can design their travel to suit their needs. But we also know that travel plans can change, so we are pleased to partner with an innovative travel technology partner such as HTS to offer Cancel for Any Reason, giving customers added flexibility and peace of mind when booking.”
Mark Galardo, Executive Vice President, Revenue and Network Planning for Air Canada
RAVE REVIEWS
Air Canada customers love Cancel for Any Reason
With NPS >54, customers will purchase the ancillary again and again.
“Fast, easy, user friendly”
“This is an incredible service and way more efficient than dealing with normal travel insurance. I am so appreciative that this is an option for customers and I will purchase it on every flight I book. I hope this becomes the norm for all airlines and booking experiences!”
THE HTS DIFFERENCE
A net new revenue stream optimized through AI pricing
Seamless integration
Made available via SDK, Cancel for Any Reason is integrated directly into Air Canada’s booking flow. HTS handles all testing and optimizing of the fintech ancillary.
Data-driven pricing
Through HTS’s proprietary machine learning models, each ancillary product is dynamically priced to optimize new ancillary revenue. This allows Air Canada to offer flexibility at a reasonable price to all customers, while also generating revenue.
Industry excellence
HTS ancillary products are purchased and exercised according to industry standards. The product is booked in the PNR and easy to track through the whole exercise process.
Incremental revenue
HTS utilizes its proprietary AI models that dynamically price its fintech products – HTS manages all payments due to the customer. Partners simply benefit from the incremental ancillary revenue of offering the product.
Reduce no-shows
Passengers with non-refundable fares have no incentive to cancel their booking in advance, resulting in no-shows. With CFAR by HTS, there is a strong incentive to cancel their booking and receive a refund.
Minimize spoiled inventory
With more incentive to cancel fares for a refund, airlines have an opportunity to resell the now available seat to new customers — opening a net new revenue stream.
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© 2026 Hopper Inc.
© 2026 Hopper Inc.