US airlines are increasingly choosing to leave seats unsold rather than lower ticket prices to attract more passengers, relying on tighter capacity management and pricing discipline to protect profitability as fuel expenses climb.
The approach has helped carriers increase revenue as travel demand has remained resilient despite significant fare rises. However, profits continue to face pressure after jet fuel prices climbed by around 90% since the US-Israeli war on Iran began in February, prompting several major airlines to reduce their earnings forecasts.
Executives at Delta Air Lines, United Airlines, American Airlines, Southwest Airlines and Alaska Air Group have stressed the importance of preserving profit margins rather than pursuing passenger growth at the expense of ticket prices.
Maintaining that strategy could become more difficult in 2027, when airline schedules indicate a faster expansion in capacity. More available seats could intensify competition for travellers, while persistently high fuel prices may limit airlines' ability to repeat the substantial fare increases achieved this year.
American Airlines Chief Financial Officer Devon May told Reuters on Thursday that carriers would need to keep increasing passenger yields if fuel costs remained elevated. Yield refers to the revenue an airline earns for each mile flown by a passenger.
According to Airlines for America, citing Cirium data, six major US carriers plan to increase domestic capacity by 3.0% year on year in the fourth quarter and by 3.8% in the first quarter of 2027. That would represent a marked acceleration from the 0.2% growth recorded in the third quarter.
Source: Reuters