You can also vary your pricing. Planes and trains charge more at peak times when services are in the most demand. Uber has "surge pricing" when there are unusua

You can also vary your pricing. Planes and trains charge more at peak times when services are in the most demand. Uber has "surge pricing" when there are unusual demand spikes. By offering discounted fares at off-peak times, and charging premium fares at the busiest times, you can smooth out the peaks while optimising profitability.