This chapter provides an overview of some trends and a few options available to different segments of the industry based on the changing characteristics of the marketplace, and different scenarios involving policies and behaviors of key industry stakeholders. Competitive strengths of the umbrella brand include, individual brands, frequent guest program, significance presence in top markets, and diversification of cash flow and assets. The rank-and-file need to perceive fairness and equity in how all employees are treated if they are to produce the kind of productivity and customer service needed to win in a competitive world. If airlines are to simplify their operations and optimize their business models, management must have a clear understanding of government policies in many areas since such policies will affect not only the selection of the business model but also its execution. Few companies have had any rigorous and respectful engagement between management and labor to restore the lost trust.