Ok, I heard about it but do not believe it. Now I experience it first-hand.
My friend who is travelling Southeast Asia atm asked me to buy him a flight ticket. He searched the air fare (Jetstar), it was ~48 AUD. I did the same search on Jetstar (5 mins after he did) but no where can find it at that price, the lowest is 66 AUD.
I then used different device (my phone) to search and it shows 66 AUD.
I guess my IP being from Australia meant that I have to pay the premium (that is 30% increase !).
Do you have similar stories ? Have you tried VPN to score cheaper tickets?
EDIT : My bad, it turns out that Jestar AU shows the price with tax/surcharge inclusive while Jestar website in the SEA does not. The final amounts are the same.
Case closed.
so get your friend to recheck, and if still 48 then yes, if it is 66, then it just went up price… possibly from your friend clicking it.