Is Southwest’s No-Fee Push Attracting More Ticket Buyers Online?
Posted by Matt Phillips
October 13, 2008
Southwest’s publicity push to sell itself as the “anti-fee†airline may be helping the carrier grab a bigger share of online ticket sales, according to an online market research group.
Last week, research firm ComScore published the results of a study of online ticket sales among large U.S. airlines. The research captured numbers for fares plus applicable fees, such as airport security charges.
The big finding? Between the second quarter of 2007 and the second quarter of 2008, Southwest boosted its already sizable lead in online sales among major carriers.
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Interestingly, ComScore also quizzed 1,082 respondents on their thoughts regarding some of the fees carriers have imposed in recent months. The survey listed a range of fees and asked respondents to say how likely they would be to pay extra for such services. Few seemed particularly enthusiastic toward the notion of paying extra for anything — no big surprise there. For instance, no more than a quarter of the respondents indicated they’d be likely to fork over extra for any of the services — such as meals, luggage checking or blankets.
Still, according to the survey, some fees are more palatable — or perhaps less repellent — than others. Oversized bag fees, charges for internet access and second-bag surcharges seemed the most acceptable. The least? Fees for non-alcoholic beverages, window or aisle seats, phone bookings and pillows and blankets. In each case, at least 75% of respondents said they would be somewhat unlikely or not at all likely to pay up.