Case Study: PwC helps a major U.S. airline avoid costly fees with AnyLogic

Major US Airline Decides NOT to Charge Additional Fees

PWC worked with a major U.S. airline that was considering adding extra fees to boost revenue, but needed to understand the potential effect on customer loyalty, brand reputation, and long-term market share. Using AnyLogic simulation software, PWC created an agent-based consumer behavior model to test how travelers might react to pricing and policy changes.

PWC’s AnyLogic-based Experience Navigator simulated customer choice, word-of-mouth, and past experience across multiple airline markets, giving the airline a clearer view of future outcomes. The results showed that added fees would damage market share and revenue over time, with losses outweighing short-term gains and proving worse than competitors’ impact, helping persuade stakeholders to avoid the fee strategy.

PWC