easyJet's chief executive has defended the airline's sky-high ticket prices for football fans hoping to travel to Madrid next weekend (June 1) for the Champions League.
With Tottenham facing Liverpool, it's the first time since 2008 that two British teams made the final - meaning after two dramatic semi-finals last week many loyal supporters were left scrambling for last-minute flights to the city's capital.
However as demand rocketed so did the ticket prices, with a return flight from Bristol to Madrid rising eight-fold to more than £1,500 - a sudden surge which was today defended by easyJet boss Johan Lundgren - who said the price rise was "actually how the system works."
He described the pricing system as 'very dynamic' and stated that easyJet customers could fill every plane seat in just six seconds during peak booking times.
Speaking to the BBC, Mr Lundgren who earns £706,000 a year, said: "I can understand if people think that the prices are high on this occasion, because it is higher than the average.
"But there's no doubt that this was an occasion where the prices went very high because the demand was enormous."
How to travel from Bristol to Madrid for the game
If you're looking to travel directly then unfortunately - but somewhat predictably - your options are fairly limited.
The only direct return flights from Bristol to Madrid around the time of the match are the 5.50pm from Bristol on Friday, May 31, landing in Madrid at 9.10pm the night before the big game, and then departing at 9.45pm on Monday, June 3.
As well as taking the day off work, paying for three night's accommodation, food, and of course tickets to the match itself, the minimum you'll be paying for your flights would be £1,096 with easyJet.
To put that in context, to travel at the same times a week later would cost you £268.
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So how about good old-fashioned railway travel? Sadly, if you were looking to make it to Madrid in time for the game, you'd have to leave Bristol Temple Meads at 11am on Friday - over the course of 26 hours and 39 minutes change at London Paddington, St. Pancras, Paris Gare du Nord , Perpignan, Barcelona and finally Madrid at 5.10pm - less than three hours before kick of at 8pm.
With the hassle of changing trains and travelling for more than a day you'd be forgiven for assuming it would come at a bargain price. Sadly, to travel from St Pancras to Madrid it will cost you £350.70 - one way.
After all that, you may be thinking that perhaps the best way to travel would be in the comfort of your own car - although Bristol to Madrid is not a trip for the faint hearted.
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At a distance of more than 1,000 miles, including a ferry crossing, and 19 hours of continuous driving (not counting tolls, traffic, and roadworks), it's more than likely you'll need a couple of days at least to go the distance.
Perhaps popping down to the local pub to watch it on the big screen wouldn't be such a bad idea after all.
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