And don't be telling me about the fear of losing pax with higher fares. The demand is out there. 81%. Jeeeeeeez. When, oh when, will this company have the guts to charge enough to make a profit? Anyone?
Unfortunately, pilot, you're wrong here. There
is a point where the vast majority of pax will just simply not fly when the fare hits a certain point.
The trick of being an LCC is to price yourself low enough to stimulate demand, while not setting too-low of an expectation, ala jetBlue or airTran. I had a very interesting conversation with one of FL's pricing folks about a year ago as they were heavily expanding the CAK hub. They did an internal study and found that for every $1 increase in fare, 10 people simply don't fly. That's the quickest way to tank an 81% LF.
The other end of the spectrum is if you come out and say, "Hey, Everybody, look over here! We've lowered our fares! You won't believe how low they are!" ala Delta, then you realize you went too low and aren't stimulating enough demand to cover the cuts, you gotta raise fares. Then everybody else says, "Well, gee Madge, I thought them there Delta lowered their fares, but look at how high they are!"
I guarantee you that you'll be regretting this post once 1Q05 results are announced. And when you see 2Q, you'll flip your lid and wonder what you were thinking.
However, if pricing an airline is so easy, there are a few guys I'm getting ready to push out the window, so feel free to get your resume updated...
There's one thing I wonder about when our PRASM "guidance" is given.....
It's all a lot of smoke and mirrors, really. However, my understanding internally is that we are now going apples to apples in the guidance because it better clarifies the revenue synergies and helps sell more stock. More stock means higher stock price, means higher options.

You know who you are.
😛h34r:
Accounting mumbo jumbo will still be reported separately.