New study examines online air ticket sales and consumer attitudes to fees

Airline Industry Information, Oct 9, 2008

AIRLINE INDUSTRY INFORMATION-(C)1997-2008 M2 COMMUNICATIONS LTD

comScore Inc (Nasdaq: SCOR), a provider of digital marketing intelligence, has carried out a study of online ticket sales on US airline websites and consumer attitudes regarding airline fees.

The company found that Southwest Airlines sells the most tickets online, with nearly 2.5 times the dollar volume of online ticket sales as its nearest competitor. Southwest has also increased its overall share of online ticket sales in the US market.

Southwest recently launched a marketing campaign highlighting its policy of not charging additional fees for services such as checking luggage.

The study also looked at how receptive consumers are to airlines adopting an 'a la carte' pricing structure, with a low base fare and additional fees for all other services. Opinion was divided, with 39% of respondents in favour, 37% opposed and 14% unsure or undecided. A higher proportion (57%) of consumers who prefer to fly with American Airlines were in favour of the policy.

American Airlines is reportedly planning to move to an 'a la carte' pricing structure next year.

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