Fare increases – This would seem to be a logical solution, but in today’s low fare environment that is not an easily obtainable solution, to simply pass the increased cost onto the consumer. LCC’s like Southwest, who is hedged in 2005 with its total fuel cost equal to oil prices at about $30 per barrel, and jetBlue are not increasing fares. However, the recent initiative by Northwest to increase short-haul round trip fares by $10 and long-haul fares by $20.
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It’s unclear how much this initiative will raise revenue, but it’s a significant number.
Mainline bookings during the past 7 days were:
March 3 - 123,000
March 4 - 135,000
March 5 - 115,000
March 6 - 112,000
March 7 - 110,000
March 8 - 95,000
March 9 - 110,000
During the past seven days mainline bookings averaged about 115,000 customers and its Express bookings average about 47,000 passengers per day.
It’s difficult to quantify how the fare increase will impact revenue because US Airways did not match the increase in its GoFares markets, which represents about 25% of its revenue base. In addition, fares were not increased on other routes where the company competes with LCC’s and it rescinded the hike on some of its highest fares, where the fares were higher than Delta’s new SimpliFares.
For discussion purposes, lets assume that US Airways increased its round trip fares for about 75,000 customers per day by $10 and not include those long-haul flights where the increase was $20 per round trip. That would boost the company’s revenue by $750,000 per day or about $22.5 million per day. If this number is accurate, the increase in revenue would offset about a $11.25 increase in crude oil prices and its effect on the carrier’s jet fuel expense over budget.