A large portion of trading these days is done not by analytical humans comparing business strategies and balance sheets, but algorithms that make trades based on trends, volumes, and industries as a whole. If a few large pension funds or index funds decide to dump travel/airline stocks as a whole, that volume will trigger more sell offs. As a smaller company, such trading has a multiplied effect. (This is also one of the reasons we have the “circuit breakers” so that computer algorithms don’t tank the market cascading massive and continuous reactionary sell offfs)