A year after my husband and I were married, in 1983, we took our first trip together to England. I had been lucky enough to win a coupon for 75 percent discount off the lowest fare, valid anywhere Pan Am flew. And I still remember that published fare — $880.00 roundtrip from San Francisco to London, including taxes, in late August.
These days, the high season prices from San Francisco to London are more in the $1,200.00 range, but how many other prices have increased less than 50 percent in over 25 years.
And my cross-country trips home from college near San Francisco to Florida — nearly 30 years ago — were usually in the $300-$400 range, roundtrip. These days you can sometimes get the same fare.
I once flew in fact from San Francisco to Miami on National Airlines, and bought a separate discount ticket up to Orlando, because I couldn’t pass up the $99.00 each way fare sale. Yet, as I type, there is a $99 ticket price now each way from San Jose to Orlando.
Of course, today’s fares don’t include some taxes and basic surcharges. Which actually only brings that $99 fare up to $120 each way. But then there’s the peak day surcharges and the baggage fees, and on some airlines the seat assignment fees. Plus potential change fees that cost more than the price of the ticket.
And that’s before you think about food on the plane or, maybe, a little legroom.
Now, mind you, the totals with all these extras are still pretty good, historically speaking. Which can be hard to explain. I had a client last week wanting to go from Memphis, Tenn., a city without much competition, to London, around Easter. I found a fare around $800 — she thought it was WAY too high.
Another client informed me she wanted to visit a relative in Venice, any time but the winter, but she wanted to wait until the fares went below $500. Considering that taxes and fuel surcharges are about $300-$400, that’s really not likely to happen. Although, base fares from the east coast of the U.S. to Venice did get under $300 this winter on weekdays.
I guess, in many ways, it’s all about perception. The nickel and diming the airlines do, whether or not it’s a good business model on some level, often leaves a bitter taste in travelers’ mouths. So maybe even though passengers have a bargain ticket to their destination, by the time they fork over $100 per person roundtrip for baggage, along with $30-$40 for a mediocre snack box and a drink or two, that initial bargain doesn’t seem so wonderful.
Even for passengers who pack lightly and bring their own food, the difference between perception and reality can be so huge, that bargain fares lose most of their allure.
For example, if a traveler sees a $700 fare for April in Paris, depending on their budget that could seem like a wonderful reason to splurge on a trip.
On the other hand, when potential travelers see an ad for a $199 fare, they perk up. Later they figure out that’s only one way. Then upon booking online or through a travel agent, taxes and fees bring the total to $700. Now, the same traveler is not going to be thrilled and may decide that the $199 deal splashed across the newspaper page not a bargain after all.
Amongst tour operators, and even some cruise lines, there are companies who promote and sell an “all-inclusive product.” This means the price you see is what you pay. Period. (And yes there are are also deceptive pricing games in the all-inclusive markets too, but that’s a different post.)
Southwest is the closest airline to this model, but they only serve domestic markets. And they even publish their fares advertised one way only without the taxes. (Of course, in the case of Southwest, these one-way fairs are actually available for purchase without the condition that they be part of a round-trip ticket.)
But imagine this kind of advertisement? “Fly to London roundtrip for “blank” price. Taxes, fees, two bags, a seat assignment and meals and wine included.” It’s the way it used to be. Is there a chance it could be the way some airline might make it tomorrow?
Comments, as always, encouraged.
Janice Hough is a California-based travel agent a travel blogger and a part-time comedy writer. A frequent flier herself, she’s been doing battle with airlines, hotels, and other travel companies for over three decades. Besides writing for Travelers United, Janice has a humor blog at Leftcoastsportsbabe.com (Warning, the political and sports humor therein does not represent the views of anyone but herself.)
