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Coach choice?

March 15, 2006

The question du jour: what the heck is Northwest’s Coach Choice?

Is this part of a new trend? And will the rest of the flock follow?

Answer: No, and hopefully no.

Playing around with coach.

Airlines have been charging for “better” coach class seats for a while now. The best example is United’s Premium Economy. Ryanair and Air Canada have also been experimenting with a pay-as-you-go approach to airline tickets.

But Northwest’s move is different in at least one respect. It is selling a seat that has traditionally been part of the economy class cabin without even bothering to spruce it up, like United did.

That kind of brazen move is the desperate act of an airline flying under Chapter 11 duress.

Remember US Airways’ controversial 2002 decision to make its tickets completely nonrefundable? It was a desperate move designed to boost revenue during bankruptcy. US Airways eventually backed down because it was the right thing to do.

How long will it take Northwest to do the same? Who knows?

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

8 comments

  • George E. Sinner

    The last straw? Well, almost. Northwest (and any other airline that nickles and dimes me) will never see me on one of their flights. Maybe this money sucking idea will go the way of American Eagles attempt to charge for a can of soda on its flights. Hopfully, Northwest will never emerge from bankruptcy.

  • So Irritated

    Northwest is perhaps the worst airline I have ever had the misfortune of dealing with. I recently ended up on one of their flights. All I can say is after four extra unpaid days in San Francisco and $240 extra in ticket charges I will never, ever fly on a Northwest plane again. They are simply horrible.

  • Dave

    It’s a common practice. They were weight-restricted on a flight into Wichita, so asked if there were voluteers to give up their seats. People sprang up immediately. But instead of accepting the offer (and giving up the token compensation they offer) they boarded the volunteers and left lots of luggage behind.
    Of course they don’t tell anybody and we stand around at the carrousel for a long time before realizing what happened. I told the agent that service like that was why they are bankrupt.

  • Edward

    I received this so-called “new service” (Coach Choice) e-mail from Northwest Airlines. I couldn’t believe it! Travelers should not be subjected to more fees associated with their travel plans. What’s going to happen in the future? I can predict the complimentary first upgrade (based on your Elite status) no longer “complimentary”. I can see the club lounges charging for the food, beverages, and alcohol. What a shame!

  • Bob

    Like many of my road warrior colleagues, I have seen the airlines do a lot of really stupid things to alienate their customers, most clearly inspired by their pin-headed bean-counters. But this latest Northwest action is unquestionably the most moronic–it far exceeds any of the next most stupid things airlines do to scramble for a few bucks. I was Platinum Elite on Northwest for several years, but have all but abandoned them and their 30+ year old DC-9s. I would rather sit in a middle seat in coach on any other airline than paying Northwest anything extra for a slightly better coach seat. We should all write to them and tell them we are as mad as hell and aren’t going to take it anymore.

  • Dan

    Who cares? I avoid Northwest like the pest.

  • Bruce Bishop

    I will avoid like the plague Northwest and any other airline that tries this. Can they really believe the “extra” revenue won’t be offset by the loss of business? We need to vote with our feet…making haste to another airline!

  • JR Lazarus

    Northwest has every reason to charge for premium space.

    Northwest has ever NEED to charget for premium space.

    Northwest has served me long and well for over a decade.

    Northwest has return enormous value over many, many flights on two continents, four countries and a dozen states.

    They’ve earned my loyalty and respect for making sound decisions, executing well and rewarding loyal customers.

    The above “sour grapes” whinings and kvetches SURELY don’t represent my views.

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