Is increasing fare a death to a route?
To some extent you are just fine, depending on the route and the competition. But increase too much, and you'll scare the passengers...
(don't aim for maximum Load Factor, aim for maximum Revenue)
I wonder, but have no proof, whether large price rises, say 9%, do scare passengers as I've seen loads drop off afterwards. I'm thinking across the board rises, and my airline's pax take a dive. But then, over a month or two, they come back until I'm flying the same level as before.
It's almost as if AWS has a mechanism that compares this weeks price to last weeks, and if different takes that into account. Or it could be I'm over thinking the whole thing!
Simon