The airlines have been quite vocal about the “value” they can provide to customers by unbundling services and making them available a la carte throughout the travel experience. It is better for the customer to pay only for what they use, right?? And then, not surprisingly, came the new bundles. Rather than the old bundles which included checked bags and meals the new bundles include things like priority boarding, wifi and extra miles. Here are the options I was offered recently on a Delta flight:
Putting aside the silly names, the Ascend and Lift bundles save $3-5 off the regular price of combining those two items. And my guess is that Delta is selling a bit more of both, making extra money along the way. After all, bundles are a great value and everyone loves to buy them, right??
American Airlines has a slightly different take on bundles, offering bonus miles, waived change fees, one checked bag and even a free drink on board via their Choice Fares options. Some of those are more likely to appeal to elite customers (anyone with a CC or Medallion status is getting priority boarding already from Delta so that bundling is clearly targeted elsewhere). Even with a slightly different andle, they are definitely focused on the bundles.
Are you buying bundles these days? Should you be?
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