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Air travel gets even more basic

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No carry-ons or advance seat assignments. That's progress?

 

Can air travel get any more miserable than it already is?
The answer is yes. And major airlines are happy to bring you this new experience. United will introduce its “Basic Economy” fare early next year, selling a ticket on certain routes that offers, well, nothing except getting you to wherever you’re going.
Passengers choosing the fare are restricted to a purse and a single personal item — as long as both fit under the seat in front of them. Forget wheeled carry-ons. Fliers on these tickets may use the overhead bin for coats and personal items, but only if space is available when they board. Good luck with that. They’re in the last boarding group. The seat is assigned after check-in or at the gate, meaning that family or friends aren’t likely to sit together. Ticket changes are not permitted.
Delta was the first to offer basic economy on a handful of flights in 2012, with some slight differences. Carry-ons are not prohibited, but Delta warns that “customers will board last (and) access to overhead bins may be limited.” There are no refunds, so tickets are use it or lose it. The fare is now available in thousands of markets.

 

American plans to enter this race to the bottom sometime next year, too.
‘Basic Economy’ fares make sense
Leisure passengers’ loyalty is to their wallets, not to an airline.
Three words describe airline travel today and will influence its future: Choice. Control. Convenience.
Airfares used to be based on how far in advance you booked your flight, when you traveled and the length of your stay. Now, American, Delta, Southwest, United and other airlines worldwide increasingly sell “products” — fares that vary based on what you receive, using a transparent “you get what you pay for” strategy. It’s like shopping for clothes: A shirt made from polyester will cost less than one made from cotton.
Based on 13 years’ experience at airlines and 17 conducting research as a travel industry analyst, I know leisure passengers’ loyalty is to their wallets, not to an airline. In our study in the first quarter of 2016, just 20% of 2,409 U.S. airline leisure travelers chose an airline based on loyalty, while 76% bought based on price. Asked to choose between cutting back on airfare or hotels to stay within budget, 71% chose airfare. Staying relevant is good for an airline’s bottom line.
This is why selling “Basic Economy” fares make sense for the legacy airlines. This fare, already used by Delta and announced by United, empowers price-sensitive leisure travelers. Its target audience gets greater choice and control over what they spend, admittedly with trade-offs in convenience. For example, you can’t choose your seat, and on United, you can’t bring a full-size carry-on suitcase on board.
Passengers can buy the product that’s best for their needs and budget. Basic Economy fares allow Delta and United to be more competitive, which could improve their appeal to travelers. American plans to add a similar fare, too.

 

 

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