For airlines, revenue management seems to achieve this. But even there, long-term consumer education could alter the picture. The consumer may learn that you can always find some cheap bargains. The Internet also tends to drive down prices for the simple reason that price is much easier to communicate than value. On the Internet, price is just a number.
Value is a much more complex construct.
It requires additional information, trust, and confidence - things which media convey much less effectively than people. In fact, the reverse is true. Every firm faces the constant danger that existing or new competitors will use Internet pricing to their advantage. Pricing is experiencing a similar development. Masses of data already exist, and the Internet will lead to an explosion of new data.