what does "ability of the incumbents to charge a premium" mean

Question

The competition from low-cost carriers has increased the customer’s price sensitivity, undermining the ability of the incumbents to charge a premium not only on routes where they compete with these carriers.

Answer 1

توانایی متصدیان / متولیان (حاکم) در وضع کردن / تکلیف کردن / مطالبه کردن (یک) حق بیمه