Consumers have been spoiled for decades with cheap fares. They’re price-sensitive. Raise the fares and they dont understand why they’re paying an increase for the same seat they sat in last year at a cheaper price. Raise the fares and your competitor on the same route may not. Profit margins are RAZOR THIN. Raise your fares and they show up on the internet, several pages within the site. The majority of internet consumers will click on the first few pages in search of the cheapest fare. Thus, the higher fare is buried in the site. And, most equally important, raise the fares and some people just wont travel altogether.

They could also reduce the amount of rules everyone needs to get a discount.