Doesn't that also lead to a situation where you would get more passengers by having multiple smaller planes rather than fewer larger ones?
Yep! It's definitely one of the identified problems and one of the major motivations behind the new demand allocation system (which I don't think we've heard any news on for a few weeks...)
To help visualise the process, try thinking about it like this:
You have two airports, A and Z; and two hub airports, L and M. 100 passengers want to travel between A and Z per day
Passengers can make the following connections between them:
(1) A - Z (direct, ORS rating 99)
(2) A - Z (direct, ORS rating 92)
(3) A - L - Z (short transfer, rating 70)
(4) A - L - Z (shortish transfer, rating 65)
(5) A - L - Z (moderate transfer, rating 60)
(6) A - L - Z (longish transfer, rating 55)
(7) A - L - Z (long transfer, rating 50)
(8) A - L - M - Z (two transfers, rating 10)
Obviously (1) is going to be the most attractive. It won't get all the traffic, but it should get a large proportion. So, you might get traffic distributed like this (just as a general hypothetical type statement - real life results may vary!) :
(1) - 45
(2) - 22
(3) - 10
(4) - 7
(5) - 6
(6) - 5
(7) - 4
(8) - 1
Looking at that distribution, you can see some big problems:
- Demand between the two points isn't enough to fill a very large aircraft; so, if you want to grow your market share, you might fly a small one at high frequency (expensive, not very profitable), or a larger one at low frequency (cheaper, more profitable - but only so long as you don't run into trouble because...);
- Your market share is subject to changes from factors outside your control; things your competitors do will naturally have an effect on your loads. Let's reimagine the distribution above as this:
(1) A - Z (direct, ORS rating 99)
(2) A - Z (direct, ORS rating 92)
(3) A - Z (direct, ORS rating 92)
(4) A - Z (direct, ORS rating 92)
(5) A - L - Z (short transfer, rating 70)
(6) A - M - Z (short transfer, rating 70)
(7) A - L - Z (shortish transfer, rating 65)
(8) A - L - Z (moderate transfer, rating 60)
(9) A - M - Z (moderate transfer, rating 60)
(10) A - L - Z (longish transfer, rating 55)
(11) A - L - Z (long transfer, rating 50)
(12) A - M - Z (long transfer, rating 50)
(13) A - L - M - Z (two transfers, rating 10)
Given that, you might get traffic distributed like this:
(1) - 30
(2) - 13
(3) - 13
(4) - 13
(5) - 6
(6) - 5
(7) - 5
(8) - 4
(9) - 3
(10) - 3
(11) - 2
(12) - 2
(13) - 1
Again, obviously very hypothetical - but you can see how everyone's hurting a bit more.
To complicate it even further, you might consider some other things:
- The dude running A - L - Z, A - M -Z etc doesn't necessarily care about the proportion of A - Z traffic he gets; he's feeding off (say) A - L - B through A - L - Y, too, and if you're not flying those routes directly that could amount to an awful lot of people;
- Very long connections, or connections where one or several flight segments individually get low ratings (such that the route as a whole has an ORS rating of -1 or below), may mean that people would just prefer to use ground transport instead; those passengers might as well not exist, right up to the point where someone provides them with a better option. There's one server where ground transport is turned off, but I don't know if that means those people just don't go anywhere instead.
- Some flights will be full; the people who can't get themselves on those flights will then necessarily travel some other way. This can mean that your flights do well despite a terrible rating; it can also mean that you get, for example, no bookings one day and tons another, if your competitors are only flying, or only making particular connections available, some of the time.
- Economic variation (the AGEX thingy) can mean that one week your pool is 80 people, and the next week it's 120 (though the change is usually fairly gradual).
Hope that's enough to get you thinking! I think in practice direct flights tend to get a larger proportion of passengers than that, presuming they're available, but since most people will be flying to and from hubs most of the time trying to exactly match demand to seats is a tremendous amount of work, so you get spillover here and spillover there and everything gets very opaque.