Problem: You are the marketing manager for a ferry service that carries residents and visitors between a capital city and an Island about 40kms off the coast. The trip takes about 30 minutes and costs the same as an Uber or taxi fare from the suburbs to the city centre in the capital city. Before the COVID 19 pandemic most of the passengers were either island residents commuting for school, work or shopping (usually early morning and late afternoon) and international visitors staying for 3-7 days. After an initial lockdown period residents of the capital city are allowed to travel to and from the island, but there are no other tourists allowed to travel into the region. City residents have been visiting on weekends and the ferry is close to full capacity from Friday evening to Sunday evening. But it is only full on the early morning and late afternoon ferries during the rest of the week with almost no passengers during weekdays. Some Island businesses want the ferry company to offer additional early and late evening ferries during the week because they think they can sell restaurant packages. Other Island businesses want discount tickets offered to all city residents. Your boss says the company can't do both but needs to do something and you need to pick between the two options.
What information might be useful to have to help with this decision?