Yield management is a term coined by former American Airlines CEO Robert Crandall, who described it as: “The single most important technical development in transportation management since we entered deregulation.” Crandall wanted a system that would vary the proportion of discount and full-fare seats on a day-by-day, departure-by-departure basis. In the car industry, yield management relates to the sale of optional insurance, damage waivers and vehicle upgrades. It is more of a consideration for the vehicle manufacturer or broker, as it allows these parties to manage rental rates against capacity (available fleet) and demand.
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