For most travelers, booking a flight comes with a tradeoff: commit now, and risk watching the price drop later. That tension has become part of the process of refreshing tabs, second-guessing timing, and hoping you didn’t book too early or too late.
Daniel Snow thinks that entire loop should disappear.
Snow, founder and CEO of Miami-based travel tech startup Repriced, is building a platform designed to handle that uncertainty automatically. Once a user books a flight or hotel, Repriced tracks the price in the background and adjusts the booking if costs fall.
“The cool thing is when people use this and save money, they want to tell all their friends and family about it,” Snow [pictured above] told Refresh Miami.
The product launched in September, with marketing efforts beginning in mid-December. In just a few months, Repriced has surpassed 50,000 users and is already tracking more than $25 million in travel bookings. Growth has come largely through social media, publisher partnerships, and referrals driven by users sharing savings with their networks.
The experience is built to be as passive as possible. Users connect their email and Repriced detects travel confirmations automatically. From there, the platform monitors price changes and either reprices flights or cancels and rebooks hotels when savings appear.
“You sign up once and then you never have to do anything ever again,” Snow said.
There are some constraints. Flights must be changeable or refundable, and hotels need to offer free cancellation. But within those boundaries, the platform replaces what is often a manual and inconsistent process.
The company’s co-founder, Tal Shikler, brings a different perspective to the business. With a background spanning enterprise software and startups, including product leadership roles at SAP, Shikler has worked on systems used by Fortune 500 companies.
Snow’s path to building Repriced came through years of launching and scaling consumer businesses. After starting his first company at 19 and building multiple ventures, including The Snow Agency acquired by Avenue Z in 2023, he took time to travel and kept running into the same issue of when to book flights. “I knew this was a pain point that all travelers face,” said Snow, who relocated to Miami five years ago.
Repriced takes 25% of the savings it generates. If there are no savings, there’s no cost. Snow said subscription options may come later, but the current focus is on reducing friction and proving value early.
Looking ahead, Repriced is aiming beyond post-booking adjustments. Snow sees the current product as a starting point toward a more automated travel experience – one that helps users make decisions before, during, and after their trips.
“What we call the repricing product is a wedge to be an agentic kind of travel agent,” he asserted.
For now, the value is clear: remove the need to time the market, and let the system handle it.
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