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On high-demand flights, RM systems will set booking limits on discount fare and group
bookings, in order to protect seats for later-booking high-fare passengers. This can lead to
slightly lower average load factors for the airline overall, but higher yields and increased
total revenues. On low-demand flights with excess capacity, the proper RM principle is
to sell the empty seats at almost any low fare by not setting stringent booking limits on
low-fare classes. This can result in higher average load factors and lower yields for the
airline, but higher total flight revenues.
Figure 4.11 provides an example of potential outcomes under RM strategies designed
to maximize yield, load factor and revenue for a hypothetical flight with five booking
classes. Under a yield maximization approach, the airline might decide to limit low-fare
bookings too much, leading to higher yields but relatively low load factors. Under a load
factor maximization approach, the airline takes a large proportion of low-fare traffic, but
less high-fare traffic is carried. In this example (and as a general rule), an emphasis on load
factors tends to lead to greater total revenues than a yield maximization emphasis - within
reason, a seat filled with any revenue is more valuable to the airline than an empty
seat.
The correct RM strategy, as mentioned, is to manage the seat inventory of each flight
departure to maximize total flight revenues. As shown in Figure 4.11, a revenue emphasis
leads to average load factors that are lower than under the load factor emphasis approach,
and yields that are lower than under the yield emphasis approach. However, the total
revenue for the flight is maximized.
The size and complexity of these airline seat inventory control problems require the use
by airlines of computerized RM systems. Consider an airline that operates 500 flight legs
per day, offers 15 booking classes in its reservations system and accepts reservations
for each flight departure up to 330 days before the departure date. At any point in time,
this airline’s seat inventory includes almost 2.5 million booking limits that represent the
airline’s total revenue potential. Even with a large team of human RM analysts, monitoring
and manipulating this large volume of inventory limits would be impractical.
Airline RM systems have thus evolved in both their computer database and mathemat-
ical modeling capabilities over the past 15 - 20 years. The first RM systems, developed
in the early 1980s, were designed to collect and store data extracts from computerized
reservation systems


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