Andrew Didora

Rising airfares no match for a consumer going full throttle on experiences

Andrew Didora, TJ Thornton

Presented at the May 20th BVA conference, airline executives and analysts projected flat domestic capacity for mid-2026 to match a 21% year-over-year fare increase while relying on AI to optimize margins rather than drive demand. Concurrently, leisure market data highlights a persistent K-shaped recovery where premium segments like cruises and wellness outperform, supported by high-income consumers less sensitive to rising prices. Sector outlooks indicate that capacity discipline will remain the primary airline strategy throughout the second half of 2026, contingent on geopolitical stability and oil price trends.