JetBlue and Alaska Airlines are joining the Big Three carriers in offering ‘basic economy’ fares at lower than regular ticket prices, but each has a slightly different twist on what passengers will and won’t get for their money.
JetBlue says it’s going basic reluctantly, its president, Joanna Geraghty, told employees in an email. “But with these competitors now offering basic economy on many routes we fly, customer behavior suggests our success is at risk if we do not disrupt this market by lowering fares without sacrificing the experience.” She pledged that “We will not make them feel like second-class citizens.”
That’s not exactly easy, since if everything is the same as a regular fare, no one would pay the regular fare. Other airlines have taken away the right to a carry-on bag, or to have a pre-assigned seat, or to make changes; after a lot of grumbling, the carry-on has returned at American, but not at United.
JetBlue has not specified the take-aways for its fares, which won’t take effect until late next year, but officials said they might involve boarding position, seating and change policies.
Alaska Airlines new ‘Saver Fare,’ announced in April, will be in place by the end of this year, and appears to offer more benefits than the majors. It includes advance seat assignments and a carry-on, but Saver Fare passengers will board last, and be seated at the back of the plane, and possibly in middle seats.
