When Concorde was lagging during the 1980s, its owners discovered that the passengers significantly overestimated the ticket price. “So very simply, we said, we’ll charge them what they think they are paying. And so we put the fares up”. Concorde ticket prices were doubled to over $7,000 one way (in today’s prices) and it was repositioned to provide a super-elite class for bankers, the rich, and the famous.