Fuel prices are rising, and airlines must recoup higher costs. We understand that. But we think airlines should raise fares, not fees. The good news for travelers is that fares go up and down depending on an airline's costs and competitive pressure. But fees only go in one direction — up. Higher fees will be with us forever, including when fuel is cheap again.
U.S. airlines, bruised by higher fuel prices, are stepping up efforts to raise fares and increase fees to avoid a third straight year of declining profits.
“Carriers have struggled to keep pace with the rising cost of fuel, among many others,” John Heimlich, chief economist of Airlines for America, a trade group, told reporters on a conference call Wednesday. “I can assure you carriers are looking at every aspect of their revenue arsenals and cost elements to try to right the ship.”
Such initiatives are increasingly apparent as the summer travel season winds down. Southwest Airlines Co. is charging more for early boarding on some flights. JetBlue Airways Corp. became the first major U.S. carrier to raise fees on the first checked bag to $30. Business fares climbed 8 percent this week from a year earlier, even as ticket prices for leisure travel were little changed, said Susan Donofrio, a Macquarie Group Ltd. analyst.
“Airlines are going to start targeting ancillary revenue, the baggage fees and all the other stuff, along with base fare increases as we head into the fall,” Donofrio said in an interview.
Investors have been betting that the push will bear fruit after dumping airline shares during the first half of the year. A Standard & Poor’s index of the five biggest U.S. airlines has extended gains in August after jumping 11 percent in July, the biggest monthly gain since late 2016. The gauge was little changed Wednesday.
The industry’s annual profit peaked in 2015 and is headed for a third straight decline this year, according to Airlines for America, which represents companies such as American Airlines Group Inc. and United Continental Holdings Inc.
The three largest U.S. carriers — American, United and Delta Air Lines Inc. — are likely to follow JetBlue in raising checked-bag fees, said Jay Sorensen, president of IdeaWorks Co.
“I would not be surprised to see that, in the course of the next week, all three jump on board,” Sorensen said.
United generated $3.39 billion last year from bag fees and other products and services priced separately from tickets, Sorensen said. Delta got $2.38 billion while American brought in $2.2 billion.
Jet fuel prices have advanced 26 percent over the last 12 months to $2.22 a gallon. While strong competition and robust growth in the seat supply kept carriers from adopting broad fare increases during the busy summer travel season, many airlines are trimming expansion plans for the rest of this year and into 2019.
Airlines typically face a lag of as much as 12 months before such adjustments help them raise fares more easily.
©2018 Bloomberg L.P.
Subscribe to Skift Pro
Subscribe to Skift Pro to get unlimited access to stories like these ($30/month)Subscribe Now
Photo credit: JetBlue Airways, operator of the Airbus A320 shown here, recently raised its fee for a first checked bag to $30. Other airlines may follow. JetBlue Airways