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"They were building up a fare structure based on a market that was unrealistic," said Michael S. Allen, chief operating officer of Back Aviation Solutions, a research company.
"The gap is so large," he said, "we're trying to figure out a fare structure that's more rational and more consumer friendly," The goal, he said, is to create fares between the last-minute tickets that cost thousands of dollars and the advance-purchase tickets that cost hundreds.
Zimmer told me this afternoon that Lyft, too, would be moving away from donations to a fare structure in California.
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The government says its proposals "assume a fares structure in line with that of the existing railway" and that HS2 could generate sufficient demand and revenues without needing to charge premium fares.
But Mr. Walder was emphatic when discussing the prospect of a revised fare structure, noting with a hint of excitement that "you can see creative and innovative things that would happen with this".
Delta's plans, which include deep fare cuts and a simplified fare structure, will have a profound revenue impact on the rest of the industry.
Thanks to a booming economy, transit improvements and a new fare structure, commuter and transit riders have increased 40percentt in five years.
"There is an overriding need to move to a simpler fare structure," said Rono Dutta, the president of UAL, the parent of United Airlines.
At the San Francisco conference, it was widely conceded that US Airways will respond to Southwest's incursion by adopting a new fare structure that will probably cap all domestic fares at a maximum of $299 each way.
That is especially true now that a new fare structure is about to take hold.
In any case, a new fare structure would be vulnerable to competitive cost-cutting.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com