Not sure if I understand your rationale.
All businesses need to maximise their profits.
Put simply, that means increasing prices, or reducing costs.
So, Harrods, Claridges etc increase prices, because their clientele do not care.
Mass market companies, like P&O do not have that luxury, so they need to cut costs so as to still offer prices that are attractive to the mass market, but at the same time maintain their overall profitability .
Therefore they have to reduce costs.
Blimey, I'm going back in time to when I had to produce my annual departmental budget !