first you conveniently forget that WN bought FL who previously served MEM.
FL offered MORE seats from MEM than WN is offering.
Further, FL had lower fares - DOT data shows it - so the notion that WN is doing something that FL didn't first do is a little much.
And while you might want to think that the WN effect still exists, WN confirmed today that it ONLY has a 5% cost advantage over the legacy carriers. That simply is not enough of a cost advantage for WN to be able to price low enough below AA and DL and PROFITABLY stimulate traffic.
Any airline can reduce fares and stimulate traffic - but they have to have the cost structure in order to do that on a sustained basis. WN will lower fares well below cost in order to stimulate traffic at DAL and then jack them up a few months later when they have moved half of the market away from DFW.
AA and NW were masters at cutting fares when competitors showed up and then raised fares again. It is hardly a phenomenon that WN thought up or perfected.
The only reason WN succeeded before is because they had low enough costs to support those kinds of low fares.
WN doesn't have that cost advantage now.
Which is also why WN didn't bother to even put as many seats into MEM as FL flew
BTW, here is what professional industry analysts say about the industry.
Still, it’s Delta Air Lines that “remains the leader with the U.S. airline industry,” says Imperial Capital’s Bob McAdoo and Scott Buck. They explain why:
Better than expected 1Q14 results and updated guidance validate our view that Delta remains the leader within the U.S. airline industry. In our view, a favorable operating environment should allow Delta to continue to grow free cash flow and further improve its balance sheet suggesting further deployment of capital to shareholders…Strong 1Q14 results, in what has traditionally been the weakest seasonal quarter, demonstrate how the industry and Delta operations have changed in recent years.