Back in the golden age of flying, you paid your fare and then got on and enjoyed the service. Nowadays you can be charged extra for basics like having luggage, switching seats and wanting a cuppa, never mind a cheese sarnie. It starts to feel as if getting on a plane means being taken for a ride in more ways than one. As airfare extras multiply, the pain points of flying are reaching a tipping point that is no longer about the peanuts, but basic principles like simplicity, flexibility, logic and reward.
People are looking for a common sense approach to pricing. In a recent 72-hour promotion, Southwest Airlines brought back fares from the short-shorts and go-go boots days. Crucially, they were based on mileage rather than airline margin. Here’s hoping others follow suit.