If you've ever watched Shark Tank, the airline revenue management department is Mr. Kevin O'Leary. They don't care about the story to get there or if they are selling rubber dog turds, they only care about the bottom line when evaluating a market. If any of the Big 3 could make a 15% return on every seat put in the OKC market you'd see a much different level of service. Historically, OKC has been a 5-10% margin market, which is even somewhat recent. That's not terrible, but it's not exactly floating high on everyone's list. For context for United, systemwide margin is 9%. Anything that can pull greater than 9% is likely to be grown, anything under 9% and that capacity is at risk to be moved to somewhere it can earn better than 9%. If you are running a station at 5-10% you need some really good justification to keep growing it when there are better options out there.
A 30-day run (round trip) for a 737-900 on OKC-DEN costs roughly 1 million dollars. At 100%LF all 30 days you need to average $85.70 per seat to break even. Doesn't sound terrible until you factor in that is only 1 leg of a trip. Say you are selling a bunch of junk fares to Las Vegas, Sacramento, and Seattle at $165 each to fill this thing up. Your fare-contribution is cut in half on connections, so OKC-DEN is earning $82.50 and DEN-LAS is earning $82.50. Those $3/seat you are losing on your lowest fares now need to be made up in the higher fare classes which OKC is highly sensitive to. As a market analyst you run a high risk of only selling out the junk fares, and the "premium swing" doesn't materialize closer to departure. You get a few higher-fare tickets sold but not enough of them. You have now sold 120 out of 179 seats at an average contribution of $115. It is departure time and you've spent $15,300 in expenses to run today's flight and only brought in $13,800 in revenue. You've got a problem if this happens every day, or even many days per month as the "good days" may not bring up the losses.
179 seats x 500 miles x 17.14 cost per seat mile / 100 (cents) = $15,340 average cost for OKC-DEN 737-900
$15,340 / 179 seats = $85.70
You can stick a 76-seater on it and know with good confidence every seat will likely be sold. Your 76 seater costs $6,513 to run in the same scenario. You have a limited supply of seats so you can forget selling some junk fares, and concentrate on some higher yield fare buckets. Just for fairness we will keep the fare-contribution the same as the previous example, $115. You bring in $8,740 in revenue on $6,513 of expenses. With the lack of low-fare buckets you may actually bring in a higher yield and easily double your money on the right days.
76 seats x 500 miles x 17.14 cost per seat mile / 100 cents = 6,513
These are the things to consider. AA's formula may be more forgiving and/or their product stimulates the market in ways UA and DL do not. Maybe they are losing money in OKC but it is a corporate strategy to hold onto interior markets close to DFW. Who knows. It's working for them but other airlines struggle in the OKC market with larger jets. At the end it all comes down to money.
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