Oil prices significantly affect many businesses. Businesses that were highly profitable when gas prices were higher have unexpectedly experienced disruption by lower gas prices: lower costs allow comp

Oil prices significantly affect many businesses. Businesses that were highly profitable when gas prices were higher have unexpectedly experienced disruption by lower gas prices: lower costs allow competitors to lower prices. How would airlines cope if higher fuel prices return? Are there alternatives to simply raising ticket prices? What would you suggest as a sustainable strategy for firms operating in the trucking industry?