In 2019, the global airline industry generated revenues of over US$880 billion. One year later, as the COVID-19 pandemic raged, demand had fallen to half of its previous level and airlines faced tough challenges. The COVID-19 pandemic was a new and severe crisis. The responses of airlines and their alliances depended on the fundamental economics and structure of the industry. To devise new strategies for their futures, global airlines had to consider the economics and market structure of their industry. Would the fundamental economics of the airline industry be forever affected? Would the industry return to a “new normal” at some point?
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