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willingness to accept restriction on lower fares is illustrated by the diversion of previous high-fare demand to lower fares. The reduction by airlines of the lowest fares is also shown, causing total loads to return to previous levels. However, the overall result is a lower total revenue, represented by the empty boxes under the demand curve. Figure 4.10 is a highly simplified representation of many changes, but it nonetheless illustrates how the fundamental concepts of the differentiated pricing model remain intact.




88 Fundamentals of Pricing and Revenue Management
Figure 4.10 Shifts in differential pricing model
4.3 Airline Revenue Management Although the discussion has focused on airline pricing thus far, there are in practice two different, yet related, components of airline revenue maximization: Differential pricing: As described, various fare products are offered at different prices with different characteristics for travel in the same O-D market. Yield management (YM): This process determines the number of seats to be made available to each fare class on a flight, by setting booking limits on low-fare seats. Most airlines have implemented YM systems that routinely and systematically calculate the booking limits on each fare class (or booking class) for all future flight departures. Typically, YM systems take a set of differentiated prices/products, schedules and flight capacities as given. Under the assumption that the fixed operating costs associated with a committed flight schedule represent a very high proportion of total operating expenses in the short term, the objective of revenue maximization is effectively one of profit maximization for the airline. YM became necessary when airlines began to realize that differential pricing alone is not enough to maximize revenues. Both leisure (discount) and business (full-fare) consumers typically prefer to travel at the same times, and compete for seats on the same flights (e.g., Friday afternoon and Sunday afternoon peak periods). Without capacity controls (booking limits) on discount fare seats, it is more likely that leisure travelers will displace business passengers on peak demand flights. This is due to the fact that leisure travelers tend to book b


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