Southwest Airlines says it is exploring adding “first class, airport lounges, and flights to Europe,” but in chasing everything, it risks becoming nothing to anyone. The era of being loved for simplicity and reliability may be slipping away under pressure from Wall Street and I just don’t see this ending well.
Now, with checked bags fees, assigned seating replacing open seating, and endless chatter of “premium” upgrades, the airline is stepping away from what made it beloved when it wasn’t even broken. It’s clear enough to say that when you try to copy airlines with more costly structures, you cannot help but spend more and that can create a further delta (if you’ll pardon the pun) between one of the elements that made passengers loyal in the first place when those higher costs are passed on. And without reliable product basics like fast Wi-Fi, power outlets, and comfortable seats, the “premium” rhetoric rings even more hollow.
The new baggage fees may have generated $1.0 billion in new revenue, but if they cost $1.8 billion in revenue from customers booking away, the net result is very negative.
A great solo travel tip spotted this week on Live and Let's Fly.
