Horizon Air, the SeaTac-based regional airline, is cutting its prices for flights between Seattle and Portland by up to 50 percent.

The new pricing strategy is part of of Horizon’s system-wide repricing plan that it began implementing earlier this year on other routes.

The idea behind the pricing scheme is to cut prices and to make up with volume the revenue it lost by chopping prices.

Now unrestricted prices for a walk-up one-way, fully refundable fare of $99 to $59 each way for advance purchase tickets.

Horizon will operate the flights either with its 76 turboprop Q400 or its 70-seat CRJ 700 jet. The airline operates 31 flights a day on the route.