kcflyer: I agree that WN saw a slight increase in their average fare paid for Q1 2003 over Q1 2002. Whether it was due to their lowering of last minute fares to $299 (or less) or whether it is due to their increasing emphasis on longer-haul flights remains to be seen. And WN''s Q1 2003 yield rose slightly over Q1 2002, up to 11.99 cents/mile from 11.69 cents/mile.
But things really aren''t so bleak at AA: In Q1 2003, AMR (including Eagle) saw its Passenger Yield fall from 13.21 cents/mile to 12.8 cents/mile. That number is far better than WN''s yield, and much, much higher than UAL''s yield, which fell dramatically.
I prefer not to dwell on Yield per ASM, as that number is too heavily influenced by legroom (like MRTC). Yield per pax mile tells me much more - it''s how much money each paying pax is willing to pay. And AA''s pax (and AE''s pax) are still willing to pay more per mile traveled than WN''s pax. A bunch more. And as the economy continues to recover, and with the war over, I expect that the AMR yield will once again begin to increase.
And AMR''s nice yield coincided with a huge dropoff in Asian and European bookings at AA (and, of course, UAL), which didn''t happen at WN.
Maybe AMR could increase overall revenue if the top prices were lowered. And AMR is experimenting with lower prices in some markets to better understand whether price elasticity exists at the top end.
Gordo the Liar at CO doesn''t think the last minute full fare pax is price sensititive - and neither do I. But you may be right.