British Airways is getting a name for IT failures and generally being unreliable. They need to fix their reliability fast. That may mean allowing load factor to decline significantly for a couple of weeks so there is plenty of slack in the system which would mean fewer customers complaining and greater ability to recover from any further IT failures in the next 2 weeks. This will buy time for a CIO to throw large quantities of money at fixing the most critical IT vulnerabilities.
Sometimes a business has to turn customers away if they don't think they have the ability to deliver a good quality service
Leaving people stranded before they go see families over Easter because of another IT failure will not be forgiven. High fares for 2 weeks for those who have not already booked will be forgiven.