Maybe I don’t fly transcontinental enough, maybe this is a new offering, but, in any case, I like the way that USAirways offered me the opportunity to purchase a meal for my upcoming trip from Boston to San Diego. My flight goes from Boston to Charlotte around noon, and then connects to the long flight to San Diego.
I have come to expect nothing to eat when it comes to long flights. I don’t even expect any TV or entertainment on many long flights. I do, however, know that there will be surprising extra fees along the way and items for sale that once upon a time were free or included in the price of flying.
In this case, USAirways managed to let me know that there would be food available on the flight for a price. The airlines also informed me of the items that would be available. In this case there were three offerings.
$8.39 A fruit and cheese plate
$8.49 A turkey pastrami wrap
$8.59 A southern style salad with chicken
Informing me of the opportunity to purchase meals pleased me. I knew the prices in advance (not so bad and certainly not a “gouging price”). Giving me a choice before the flight in order to make sure my option was available pleased me and probably makes it easier to load the plane with the most popular selections. Plus, I was not surprised at the last minute and would not be disappointed that my choice was not available on the flight.
This kind of up-front presentation of what might be seen as nickel-and-diming extra fees presents the paid meal choices as a value-added and helps make the travel experience friendlier. Just receiving the email made me feel like a valued customer.
If airlines could manage to do this with all of their extra ancillary fees, their customers would be far happier and accepting of the extra fees. Passengers would feel like they had choice. Passengers would be empowered to purchase rather than feeling shortchanged and surprised.
Just telling travelers how much the extra fees will be and providing them a chance to purchase the extra services in advance, before springing the charges on them unexpectedly, would change the entire flight experience. This isn’t rocket science. It is basic human nature.
Why can’t the airlines provide these kinds of up-front choices during the buying process?
Passengers would feel better about the entire experience. We could select whether or not we would like a meal — perhaps at a discount for early ordering. The airlines could let us know the selection of meals prior to departure and allow passengers to choose whether they want chicken, pasta or beef. Families could be guaranteed seating together at a family rate. Baggage fees would be clearly described. Travel agents would explain the differences in policies and offerings to their clients. Corporations could include some of the extras in their budgets and make their business travelers happier.
The possibilities of disclosure of extra fees and finding ways to make them empowering to passengers rather than irritating, surprising and hidden, are endless. The ancillary fee world that the airlines have created is not working as far as passengers are concerned.
It’s time that airlines stop fighting disclosure rules being proposed by the Department of Transportation and find ways to make their passengers feel better about these extra fees and providing their passengers choices that empower them to create their own “better trip.”
Charlie Leocha is the President of Travelers United. He has been working in Washington, DC, for the past 14 years with Congress, the Department of Transportation, and industry stakeholders on travel issues. He was the first consumer representative to the Advisory Committee for Aviation Consumer Protections appointed by the Secretary of Transportation from 2012 through 2018.
