Delta Air Lines has introduced a new fare class called ‘Comfort Basic,’ but it’s not designed to attract customers. Instead, it seems deliberately unappealing – extra-legroom seats with restrictive conditions that often leave passengers stuck in middle seats. The purpose? To make standard ‘Comfort+’ extra-legroom seats appear more premium, allowing Delta to justify higher prices.
The Psychology of Pricing
This strategy isn’t new. Airlines routinely use psychological pricing to influence behavior. ‘Comfort Basic’ functions similarly to basic economy, but with an even narrower target audience: those who will actively avoid it. By making a deliberately bad option available, airlines elevate the perceived value of their other offerings.
This isn’t about creating a new market; it’s about manipulating an existing one. The goal is not sales of ‘Comfort Basic,’ but increased revenue from ‘Comfort+’ as a result.
Loyalty Programs and Customer Experiences
Beyond fare manipulation, airlines also focus on customer loyalty. United Airlines is praised for personalized recognition of million-mile flyers, creating positive in-flight experiences that reinforce brand loyalty. In contrast, American Airlines’ loyalty program faces criticism, with customers questioning the value of rewards and benefits.
The Global Problem of Emotional Support Animals
The debate over emotional support animals on flights isn’t limited to the U.S. Incidents involving large animals, such as Great Danes, demonstrate the challenges airlines face in managing passenger comfort and safety. The issue is widespread and impacts airlines globally, as evidenced by examples from Avianca and other carriers.
The Appeal of In-Flight Meals
Airline food remains a topic of discussion, with passengers often seeking out culturally relevant dishes. Asiana Airlines’ bibimbap, a Korean staple, is a popular choice among travelers. Interestingly, locals in Korea often opt for Western-style meals like steak when flying, highlighting cultural preferences in dining choices.
The Takeaway
Airlines are masters of behavioral economics. ‘Comfort Basic’ is a prime example of how companies use psychological tactics to nudge consumers toward more profitable options. Loyalty programs, customer experiences, and even in-flight meals all play a role in shaping passenger behavior and maximizing revenue.
