Southwest Airlines 'Freedom From Fees' Policy Helps Boost Its Share of Online Tickets Sold Directly by Major Airlines
Less Than Forty Percent of Consumers Say They Are In Favor of 'A La Carte' Pricing Structure Majority of Consumers Deem Additional Travel Fees Unacceptable, According to comScore Study
ComScore, Inc., a leader in measuring the digital world, today released the results of a study of online ticket sales at the U.S. sites of leading airlines as well as consumer attitudes toward airline fees. The study found that Southwest sells nearly 2.5 times the dollar volume of online tickets at its site as its nearest competitor.
From the second quarter of 2007 through the same period in 2008, Southwest Airlines has expanded its leading share of online ticket sales made directly at airline sites by 4.8 points, according to comScore's passively-observed online behavioral data. While Southwest has long positioned itself as an economically priced airline, part of its growth in share coincides with the imposition of additional fees for services such as checking luggage and in-flight beverages charged by the majority of the competing suppliers. Meanwhile, Southwest Airlines has launched a marketing campaign promoting its "Freedom from Fees" policy.