LL GROWN UP

摘要

The domestic airline industry is emerging from its lost decade. Carriers collectively bled $50 billion, suffered two recessionary swoons (one due to Sept 11) and a fivefold jump in fuel prices. Fifteen carriers have gone bust As frequent fliers know all too well, the salvation for most airlines has been to stick passengers with fees, and lots of them: reservation changes, bags, food, movies, headsets, you name it Last year, according to the Department of Transporta tion, carriers collected $3.4 billion in baggage fees and $2.3 bil lion in reservation change fees. It was all new top-line growth. None of it, however, went to Southwest Airlines. Two and a half years ago the Dallas, Tex. carrier decided to defy industry convention and handle bags and ticket changes for free. "We were having raging debates," says Southwest Chief Executive Gary Kelly, who sided with the no-fee policy despite privately wondering if it would mean having to furlough employees and ground planes for the first time in company history. "We hadn't started charging, but also hadn't been bold. We needed to go out and tell the customers. We doubled down."