I know you're going to disagree and that you probably won't like hearing it, but the reality is that passenger air travel is a frivolous activity; most flights are not actually required. Accordingly, most passengers are extremely price-sensitive. The car is still your big competitor. So is just staying home. People are willing to fly a lot at cheap prices. Not so much at higher prices. Higher gas prices? Gotta fill the tank to get to work. Higher food prices? Gotta feed the kids. Higher airfare? Don't HAVE to fly on vacation. Simple as that.
The post-war growth in air travel was impressive, but nothing compared to the post-deregulation boom. Until 1978, most air travelers were either wealthy or they wore suits for the man who paid for his tickets. Most flying was done on OPM. Today, AA still relies on OPM for much of its revenue. And OPM often has strict controls. Think employees at USA's richest companies fly First Class? Guess again. Microsoft and Wal-Mart employees fly coach except on the longest flights. I know employees at both who upgrade when they can, but on employer-paid coach tickets. Raise ticket prices and people would fly less.
Look what happened right after deregulation: The steep rise in oil prices began. Iran overran the US Embassy and took the hostages. OPEC drove oil from about $12/bbl to about $41/bbl. Things didn't really improve until 1985 when the bottom began to fall out of the worldwide oil market. Tickets were affordable and demand surged. AA and other legacy airlines grew like gangbusters, ordering hundreds of new (not replacement) airplanes. By 2000, AA's fleet had grown to over 700 mainline planes. How many did AA have in 1979?
Don't need to recount this decade's challenges - but they made the previous 20 years look like great times. Sure, by 2006 or so the industry's revenues had recovered from the horrible events of September 11, 2001, but by then, oil was heading skyward to its peak of $147 in July, 2008. Now you have tens of thousands of employees, none of whom make as much as they'd like, and demand for paid F and J (from the companies that used to pay for it) has largely dried up. This year, AMR's revenue will be about $4 billion less than last year. Fuel is down about $3 billion, but that leaves this year's anticipated loss about a billion dollars more than last year. Raise prices? I'm certain AA and others have tried. Poor management? Sure. But losses at nearly every USA-based airline plus SQ and BA and CX and others convinces me that it's an industry-wide problem. Southwest might have to massage the year-end numbers to avoid posting a loss this year.
Other industries can usually raise prices to cover their higher costs. Airlines have been much less successful at it. You're in a discretionary industry, and although I like flying, it's not as addictive as alcohol or tobacco.