Something, anything, whether it be a house, a car, a famous painting or indeed a flight is worth as much as someone, anyone, is prepared to pay for it.
These days I am a self-employed hotelier, my business overheads remain the same year round but we have our high season(s) where I know that I can charge higher room rates, I'm not ripping anybody off, I made the financial investment to develop my business and I'm entitled to charge whatever room rates I like and healthy occupancy rates demonstrate this point.