The shift reflects changing traveler priorities post-pandemic, as more flyers opt to pay for better experiences|Next Trip Network|CC BY 2.0
Major airlines are thriving by betting that travelers will pay more for comfort and style. Delta and United captured 85% of US airline profits in 2024 by transforming their business models to prioritize premium services over budget fares.
Delta reports that less than half its passenger revenue now comes from standard coach tickets, with premium seating occupying 30% of its planes—up from just 10% two decades ago.
United is following suit, planning to increase premium seating by 75% per flight and investing in amenities like seatback screens and Bluetooth technology.
Even declaring bankruptcy, budget carriers like Spirit are adapting, introducing “Project Bravo,” which offers upscale bundles including Wi-Fi, extra legroom and snacks. Southwest, known for simplicity, plans to assign seats for higher-paying customers by 2026.
The shift reflects changing traveler priorities post-pandemic, as more customers opt to pay for better experiences. While critics see it as a “money grab,” airlines say the goal is to offer more choices, not take away value.