Case study: Airline(1) On Monday morning or Friday afternoon, they can fill their planes mostly with business passengers paying full coach prices, but they are likely to be left with many empty seats at those prices on Tuesday, Wednesday, and Thursday. While they could just cut their price per seat to fill seats at those"off-peak" times, they then would end up giving business passengers unnecessary discounts as well. To attract more price-sensitive pleasure travelers without discounting to business travelers, they create segmented price structures so that most passengers pay a price aligned with the value they place on having a seat.