Ten ways to (c)ash in
Profitable and not-at-all exploitative recommendations for transport and accommodation providers seeking to make the best of this week's Icelandic volcano: Create a steep demand curve for your tickets but start low. If you simply ramp up the prices of your train tickets, ferry berths or car rentals, you'll be accused of price gouging. Short-term gain but long-term hit to reputation. Instead, sell the first few tickets at the same price as you normally would, so that you can claim not to be exploiting anyone, but as your capacity fills, increase price steeply. I suspect this is what Eurostar is doing, but they're still being criticised for exploitation - so the next tip is: Make a big noise about how you're contributing to the rescue effort. We're all in this together you know, it's the Dunkirk spirit and all that. You're laying on extra buses, trains and ships - and while you need to ask a fair price to help cover your costs, you're saving people hu...