One is increasingly reminded of Laker. Extremely rapid growth of capacity and routes, substantial new aircraft leases, and scheduling (even in the same markets as Laker) what might be peak season capacity right through the off-season. Laker for example from a standing start had withinn a couple of years, in November, more capacity from the UK to Miami and LAX than BA. Sound familiar ? All at low fares. No substantial business use (which is what you need in November). No major corporate contracts. Newbie yield management team. Lots of low fares offered.
It's a competitive world out there. What newcomers often fail to realise is that they are perfectly at liberty to start up on a city pair which established carriers have developed for decades. They can offer what capacity and fares they like. Fine. However, the established carriers are totally at liberty to do the same. New carriers seem to feel it is fine for them, only now, to come into the market, but it is somehow "unfair" for the established carriers to respond in the same manner. But whatever else do they expect them to do ?
However revenue announcements, forward bookings, or whatever may be announced, there is only one measure. Is there cash at the bank to pay everyone ?