For some reason, I never got my invitation to the 2009 Ancillary Revenue Airline Conference, which is being held in Los Angeles next month. Maybe it was this post. Or this one. Or maybe this one?
At any rate, I’m not planning to show my face at this meeting unless I develop a sudden deathwish. I find it strange that my yield-managing friends should be so upset, when all I do is highlight their schedule of events. You’d think they would love the free publicity!
The last time I presented an annotated conference schedule like this, I got a lot of grief from airline apologists who said I shouldn’t use the C-word — collusion. OK, I won’t. Oh wait, I just did.
Sorry.
Here’s what the folks who want to charge you more for your next flight will be discussing next month. My commentary is included.
Drive incremental revenue by taking advantage of all customer touch points
- Michael Fried, formerly the Director of Traffic and Revenue Analysis at JetBlue Airways, MDF Consulting Services
Everything you touch turns to money — for our company.
A New Airline Business Model? Has ancillary revenue, and more importantly ancillary profits, revolutionized forever how airlines have and will do business?
- Barry Biffle, Senior VP and Chief Marketing Office, Spirit Airlines (invited)
If you’re not sure, maybe you’re in the wrong business.
Using ancillaries to enhance your brand as well as being a source of income
- Mike Messeroff, Manager, Business Development, JetBlue
Followed immediately by “It’s easy to be profitable every year when you’re an airline.”
Case Study: Maximizing ancillary revenue from existing ancillary activities: Airlines have quickly added ancillary programs due to recent economic conditions, but how can they now be rationalized for maximum revenue?
- John Swanciger, SVP Marketing and Business Development, EzRez
- Cory Garner, Director of Merchandising, American Airlines
They originally wanted to call this one, “How to lie to your customers and live with yourself.”
A Lesson from FareCompare about the Impact of Social Media on Fare Wars and Transparency – the Ultimate Resource for Ancillary Revenue.
- Rick Seaney, Co-founder, FareCompare
That’s not Rick Seaney. It’s his evil twin.
Currency Value: What’s the value of a mile?
Weighing internal calculations against your published retail value for top-offs and transfers.
- Scott K. Brandt, Strategy Consultant and Managing Partner, Manta Aviation Insight
That’s a great question. The answer: Less than zero. Because you are giving more to the company than you are getting back from it. Miles have negative value.
Customer Impact: Is it worth treating loyal customers differently in terms of fees and ancillary product offerings to price sensitive ones?
- Georgia-Lee Cleland, Ancillary Revenue Manager, EuroStar
No.
Innovative ways to achieve greater return on passengers by adding value to their lives’
- Janet Titterton, Business Planning Director, Collinson Latitude
- Dan McKone, Partner, L.E.K Consulting
You could add a lot of “value” to our lives by telling us the truth when you quote a fare.
Profiting from Dynamic Currency Conversion (DCC)
- Paul K. Ackermann, Vice President, Head of Sales – North America, Travelex
That’s evil. Go play the currency market with someone else’s money.
Closing Keynote: Is the future bundled or unbundled? Where is ancillary revenue taking the airline industry?
- John Wensveen, Dean, School of Aviation, Dowling College
John, you’re our last hope. Won’t you tell them what a big mistake they’re making?
I have mixed feelings about a conference like this. On one hand, it’s a free country. These airline managers have the right to meet and discuss their disturbing ideas for adding more fees and surcharges to the price of our ticket.
On the other hand — and I promised I wouldn’t use the C-word — but isn’t this, in a way, illegal?
What do you think?
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I don’t think it’s illegal because they’re not actually price-fixing. All they’ll claim/admit to be doing is looking at other ways to part people from their money, not actual numbers.
There needs to be a counter-collusion conference of consumers…CCCC to counteract on how to impact airlines behavior through effective boycott of the first airline that tries a new ’silly’ charge….Then the rest will be hesitant to follow suit.
It’d be a huge shame if protesters showed up at this conference. Just sayin’.
Thanks for the article. The Travel Agency Community were the first to take the hit from these may-or-may-not-be-collusional plans, watching all the airlines crank up the fee schedules at our end of the business.
Does anyone care about the consumer anymore? As Travel Professionals, we are never more satisfied than when we are putting together a vacation experience for our clients that is tailor-made to them. We’re very value-concious for our clients – even for those who prefer luxury cruise ships and 5-star accommodations and first-class flights, we pride ourselves on putting in the extra time and effort required to find the best prices for our clients, offering the best possible combination of service and value. Unfortunately, most vacations require some sort of air travel. And if it’s a domestic carrier that isn’t Southwest, we know that the first and last few hours of our clients vacations are going to be spent with the people who care about them the least: the airlines.
The conference itself probably isn’t illegal. What may be discussed at the hotel bar after the conference might well be.
Kayak (and maybe others) now allows you to search with baggage fees included. Maybe one of the booking agents will allow us to sort by airline quality/customer service.
Here’s the real problem, though, and airlines know it: the longer ever-increasing fees stick around, the more likely the traveling public will be to forget the days when luggage was free, just as we will (or already have) the days when meals were free, drinks were free, and we actually looked forward to getting on a plane.
That is, until we fly a foreign airline. I got a bigger, better meal on a 30-minute turboprop flight in Cambodia than first class customers get on flights under 90 minutes in the U.S.
Things that aren’t illegal aren’t necessarily right.
I do think all that the speed with airlines follow each other in introducing new fees/increase fares warrants some anti-trust digging by DOJ and the FCC. But then again, I’d like to see a unicorn too.
I agree with 99% of what you write – but I don’t believe this is collusion. Every company’s primary goal is to make more money and increase shareholder value. Every industry in existence has conferences where ideas on how to make more money can be swapped – that doesn’t mean it’s price fixing or collusion. Unfortunately, recent tactics used by airlines to “make more money” are quite intrusive and don’t seem fair to the customer – however, that doesn’t make it collusion.
Here is a much more basic example but still relatable. Restaurant beverages. It used to be that soda refills were almost always free … it was just a given. Then, in the early 90’s, some chain restaurants realized that if you charge for refills, people still often paid and they made more money. Does this mean that TGI Fridays, Applebee’s, and Bennigans colluded? No … one of them found a way to make more money, and when folks heard about it, they were eager to get in on the game.
Nope. Not illegal. Industries regularly have conference about the state of their industry and what can be done to increase revenue and profits.
Again I play the part of the contrarian, I just booked a flight from SFO-LAX for this upcoming Wednesday. The one way fare was $29.00 plus taxes. I won’t be checking luggage so I will avoid that fee (not that I would pay it as a plat member anyway) As far I see it, the free market is working beautifully.
By reducing the airline’s cost, they are able to offer me a rock-bottom fare between two of American’s great cities. I rather pay $29 and have the option of not bringing luggage as opposed to having the luggage fee automatically bundled into the airfare in which case regardless of my behaviors (e.g. achieving status, foregoing checked bags, etc.) it is unavoidable.
IMHO we are looking at this thing sideways.
1.Airlines need to make a PROFIT (Income – costs = Profit?)
2.We, the traveling want to fly for free (See Carver’s $29 airfare).
3.Airlines seem to have NO IDEA how to make a PROFIT from their primary product (uh, transportation by aircraft, I think).
Just for giggles I priced Delta tickets 30 days from today. SFO-LAX (via SLC) $59, 1040 miles flown; ATL-LAX $179, 1940 miles flown; DHN-ATL $252, 180 miles flown. Competition, route, equipment, yada, yada yada. It SHOULD cost $X to fly Y miles…..Period.
When you charge LESS than $X YOU CANNOT MAKE A PROFIT! So when you can make up $1.64 BILLION from any other revenue (Delta last year) it really eases the pain of a bad business plan. I’m not just picking on Delta, I just had their numbers handy, pick your airline and name their bankruptcy year…
Yes, I want to fly for less, but I want my airline to make enough profit that ideas like “no more pillows”, “$2 for a can of soda” or “selling the marketing space of my tray table” aren’t the best ways my airline can make ANY profit. $29 SFO-LAX? What’s the going rate on Greyhound?
It seems like these shysters love to give catchy titles to classes on how to screw you out of your hard earned money. Sure, it’s a free market. Then again, with fewer and fewer choices, a customers choices are getting bleak. One would say vote with your wallet, but really, what can you do? There aren’t many airlines left. So the crooks that remain collude together and to figure out how to sucker ever last drop from you. Therefore, some suggested follow up classes include:
1) A sucker is born every minute. Are people really dumb enough to pay for this?
2) How much money would we make hitting Customers with Zero Fares, yet charging them “Fees and Taxes”?
3) What costs more? The passenger or his luggage. How to nickel and dime the customer to increase your revenue!
4) How not to break someone’s guitar and get featured.
Justin
@William. Just for grins and giggles I prices a comparable Greyhound route. The cheapest one way fare was $39.00.
Then I checked the mileage. Its 382 miles from San Francisco to Los Angeles. You would spend $72 in gas alone. But using the feds reimbursement of $0.55 per mile to get a truer cost, it would cost me $210 in wear and tear on my car to drive.
Call me an airline apologist if you must, but I just can’t get worked up over so called nickel and dime charges if it results in fares one way fares as low as $29.00.
A few years ago, when everything was all inclusive, the same route regularly cost over $170.00
So beatifull
@ Carver,
Citing a few examples to overshadow the bigger picture is downright dishonest. Do airlines deserve a profit? Of course, this is American and people need to make a living. A company would not exist if it didn’t maintain a positive revenue to pay it’s workers and have reinvestment capital. I think the issue at hand is HOW they are going about it. This being DISHONEST and DECEITFUL methods. For example, listing a fare at “150″ dollars only to find it’s nearly doubled by the time you go pay for it. Airline bills look just as bad as phone company ones. You see so many “B.S.” made up fees that by the time you’re done, you are left to wonder which one’s are real, and which are shams that the airline simply pockets. Issue #2 is the fact that airlines are NOT lowering prices in conjunction with this whole new charge for baggage push. Matter of fact, prices have stayed steady or gone up for the most part. As Elliott points out, airlines are RAKING in the capital. The big legacy one’s anyway. Certainly, smaller one’s weren’t. ATA, Spirit, etc that went under. With so few choices left, these big boys now have an open playing field and they KNOW the customer is powerless. If you have only a few choices, your wallet can’t really talk too loud.
Justin
DCC is common place with merchants who accept foreign credit cards. There is no additional cost to the consumer and a way for companies to reduce credit card fees. It’s a myth you actually make money on this… rather you reduce the credit card fee by .25% or so by taking advantage of flucuating exchange rates.
Aside from that one meeting… this conference appears to be all about sticking it to the consumer more.
@Carver
Knowing that the bus fare is $39, it should be obvious to you that a $29 airfare is unprofitable and therefore unsustainable, at least for American. This raises the question of the motive for offering such a low fare. It is also a dubious assumption that the $29 fare results from unbundling whatever was included in the $170 of years past. Competitive pressures have far more to do with that than the cost of food, baggage handling etc.
@ Jesse: Every company’s primary goal is to make more money and increase shareholder value.
Yes it is. But what do you care as a customer? As long as you are not a shareholder of that company, their interests are not yours. As a consumer, you are interested in getting the most value for your money. If a company does not give that to you, you move on to the next one. And then the company has lost a returning customer and hence lost money.
And let’s not forget that airlines are doing miserably. They blame everything for that, 9/11, recession, economy. But they never blame their own despicable behavior. No, they revel in it, and perfect it.
It’s a so-called given that businesses want to make the most money out of whatever they’re selling. But most if not all travel vendors do state prices aren’t guaranteed until booked.
I rather agree that some are arguably being dishonest and deceitful when not stating upfront what fees will be charged like, say, upon arriving at the hotel. While it’s nice if vendors’ web sites do state the fees upfront, what if it “scares” off some prospects to finding those that don’t say it at the front but mention it after the fact?
In essence, that’s a dilemma many businesses face. How much to state upfront and how much isn’t “needed” to be said there and then that would affect desired results.
I don’t know, Justin. While not necessarily authoritative, some sites like Kayak seem to suggest otherwise:
http://www.kayak.com/trends/Down
Limitations apply like everything else, of course. If anything, their data suggests fares have been going down for the past year or so.
DOT’s site seems to report a similar thing. There’s more if/when one looks hard enough there:
http://www.bts.gov/press_releases/air_travel_price_index.html
Frustrating, I know. But…that’s reality sometimes.
And don’t fret as these aren’t meant to dishonestly overshadow the bigger picture. Whatever that bigger picture is that people can pretty much agree on, though.
Hmmm, has anyone noticed the primary speakers are all from “low fare” airlines?
I think sometimes people need to step back and realize that when they a “company” is making these decisions, it’s really *people* making them.
Yes, a company should make money. But currently, it’s the individuals who close their eyes to the affects their decisions have on the public that are responsible for these things.
Don’t blame the company, blame the people making the decisions and trying to take advantage of as much financial gain as they can.
As someone posted earlier, just because it’s legal, doesn’t make it right.
People making these decisions at the companies don’t care about what’s “right”… just what will make themselves more money. Screw the public.
@Boib3
Yup. If those big airline CEOs speak, it’ll turn off lots of people anyway.
A topic that received some publicity last week are the taxes on each airline ticket that go into a general federal aviation slushfund. The money is then distributed to general aviation airports throughout the nation. With some exceptions, most general aviation airports are lightly used and do not deserve the massive infusions of cash they receive each year to subsidize their operations.
In my opinion, it is a huge misallocation of resources that subsidizes wealthy private plane owners and corporate aviation at the expense of ordinary air travelers.
Taxes on airline tickets should be lower and the USA as a country should stop squandering limited resources to keep these little used and out of the way airports in business.
Guess why the industry has to go down this road? Because YOU (and me) the consumer have been educated not to pay the cost of the product in the ticket price. Guess what? A ticket from LA to New York at $99 does not cover the long term costs of operating an airline and a fleet of aircraft. A planeful at $99 does not do it either. How about $199? $399? $500….woah, that’s getting a bit high. Oh dear, need to find other ways of getting some $$$
If bananas only cost 1 cent, someone would be charging you another 49 cents to peel it.
And just for the record, dynamic currency conversion means YOU pay less $$ for tickets bought in foreign currency. Wicked? I don’t think so. Go do your homework properly, Elliott!