
Right now I’m sitting on an American Airlines flight from Chicago to Dallas with some friends as we continue our travels for Spring Break. As we were walking through the terminal at O’Hare airport, my friends decided to highlight just how much I seem to know about airplanes, the airlines, airports, etc. Whether it was to make fun of me or not, we all realized how much I really do know. In that moment I looked back on the years that I’ve been flying and following the industry and for once I was surprised too at how much I know. I guess that’s one of the reasons I started this blog in the first place; to share that knowledge with others who are not knowledgeable. Thus, since I’m on a commercial airline flight and I have some down time, I thought it would be an appropriate moment to share my thoughts on the airline industry. I will explain the pros and cons of the airline industry, why the airline industry is the way it is today, and finally what the future holds for the industry. Get ready to read, this is a long one.
The advantages of the modern airline industry can be somewhat obscure, but certainly the greatest advantage is that it provides cheap travel for the masses. To emphasize this point, I’m going to take you back in time, when the airline industry was still relatively young and the words “air travel,” “glamour,” and “romantic” were still used in the same sentence. These were the days of airline regulation. Believe it or not, the United States government regulated the airlines almost entirely up until 1978, when President Jimmy Carter signed the Airline Deregulation Act. During this time, the Civil Aeronautics Board (CAB), a division of the Treasury Department charged with overseeing commercial air travel, mandated to airlines which routes they could fly, how frequently those routes could be flown, and most importantly, how much they could charge for fares. One can imagine that with so much oversight and control by the government, there was little competition. For example, the modern airline passenger has a choice of at least half a dozen airlines to fly from the east coast of the U.S. to Europe. In the days before deregulation, a passenger had far fewer options, when airlines like Pan Am dominated the Atlantic. As a result from less competition, airlines had higher fares, fares that the mainstream public could not afford.
After 1978, the airlines were essentially freed from government control, allowing them to establish their own fares, fly routes that were once dominated by a single carrier, and of course the CAB was abolished since it was no longer necessary. Essentially, airlines and their passengers were exposed to market forces. As a result, this is also the time when low-cost carriers like Southwest Airlines began to emerge because they were able to compete effectively with their low fares that were previously prohibited. With more competition, fares dropped dramatically and all of a sudden the average American family could afford to fly across the country or even around the world. In 1996, the Government Accountability Office conducted a study that concluded that the average airline fare was 9% lower in 1994 than in 1979, which is nearly a 30% drop when adjusted for inflation (See Airline Deregulation Act of 1978). In my opinion, this did wonders for the American and global economy simply because it opened travel up to the masses. The businessman who was once stuck to his office making deals over the phone could now easily fly to meet his client across the country. Families could fly to other cities on vacations, increasing tourism revenues. In short, the world shrank. The airline industry also became more efficient by being able to lower their costs dramatically and shifting larger aircraft to longer, busier routes while smaller aircraft began to be utilized on short-haul routes.
The disadvantages of the modern airline industry can be somewhat numerous and overwhelming, but perhaps the greatest disadvantage is that it provides cheap travel for the masses. Don’t worry, you’re not reading double. Think of it this way, before 1978, the airlines catered exclusively to those who could afford its higher fares. The majority of the passengers were premium customers who received excellent onboard service that is not seen today even on the most highly regarded carriers. Gone are the days when 747s had piano lounges on its upper level and passengers socialized by eating their meals at a spacious table instead of in a cramped economy class seat with a foldable tray table. By having more spacious premium seats, aircraft and airports were less crowded, thereby increasing convenience and ease of travel. Let’s not lie to ourselves either, we know that the majority of airline revenues come from premium sales and not from economy tickets, no matter how many of those seats are filled. Therefore, even though it was still tough to make money in the airlines (and it always will be), making a profit was easier back then compared to today when the sole focus of the airlines is to cut costs in order to provide the lowest fare, and not to mention that one of the purposes of the CAB was to make sure that the airlines had a “good rate of return.” Just the thought of charging for checked baggage, food, drinks, pillows, or blankets to generate revenue back then was sacrilege. Now it is a common practice as the companies are desperate to cut costs, boost revenue, and provide the lowest fare to compete with low-fare kings like Southwest, Jetblue, and others. Furthermore, with increasing numbers of air travelers, the antiquated air traffic control system is literally being flooded and saturated with too many aircraft, especially in cramped and busy airspace along the east coast. As a result, delays and cancellations become more frequent. To sum all of this up, the modern consumer is actually the one to blame for all of the inconveniences of modern air travel. We wanted cheap travel for the masses and these are the consequences.

The previous paragraph provides a good transition into my explanation of why the industry is the way it is today. I already mentioned that airlines are constantly in cost-cutting, revenue-boosting mode in order to provide the lowest fare possible. This has created an environment in which airlines seek any route to compete. How do airlines do this? There are multiple strategies, including mergers, alliances, code-shares, anti-trust immunity, and others. Many of these strategies have been publicized in the news lately. For example, Delta Airlines and Northwest Airlines recently completed a merger that made Delta Airlines the largest carrier in the world, surpassing American Airlines. The merger opened up a plethora of routes and money-making opportunities for Delta since the previous route maps complimented each other rather than overlapping each other. Northwest had an extensive network in Asia while Delta’s niche was in Europe. Now Delta is a strong carrier on both fronts while other carriers are forced to compete once again by lowering their costs, which may be in the form of another merger (See ALPA Chief predicts more consolidation). If mergers go by smoothly and without much opposition, the result can be very lucrative, as the Delta-Northwest merger seems to be. However, many mergers tend to run into trouble or don’t go as planned (see U.S. Airways-America West merger and American-TWA merger) and resolving the issues can go on for years, costing the company a fortune.
Another publicized example is the anti-trust immunity (ATI) sought by alliances and carriers on certain routes. For example, American Airlines, British Airways, and Iberia of Spain are seeking anti-trust immunity from the U.S. government and the European Union in order to join together to share routes and revenue, thereby increasing their share of the trans-Atlantic market. Other carriers like Virgin Atlantic oppose this move because its CEO Richard Branson believes it will decrease competition and raise fares. In my opinion, Richard Branson is scared to compete because he knows he will have to lower the fares on Virgin Atlantic. These ATI approvals are being sought throughout the industry, as United, Continental, and All Nippon Airways of Japan requested ATI approval across the Pacific Ocean while American Airlines also seeks approval with Japan Airlines.
In addition to alliances, mergers, and anti-trust immunities, airlines seek more revenue through unpopular fees like charging for snacks, checked baggage, exit row seating, etc. However, many of these charges only apply to economy passengers since their tickets actually don’t generate much revenue for the airlines. That is why premium passengers (First and Business Class flyers) do not usually pay the same fees, because their tickets are the airline’s largest source of revenue.
The beginning of the 21st century has been one of the toughest downturns for the airline industry. The culmination of the September 11 attacks, high oil prices, and the recent recession in the United States caused the airlines to lose billions of dollars collectively since the millennium. To counter these challenges, the airlines have once again reverted to extreme cost-cutting which saw the introduction of baggage fees, fluctuating fares, less service for economy class passengers, etc. Despite the critics, I will say that I believe the airlines have started this decade leaner, more efficient, and with lower costs. Thus, they should be better positioned to post better results in the coming years. However, that doesn’t mean that they don’t have challenges awaiting them.

Cost cutting was important in the past, it’s important now, and it’s certainly a top priority in the future for all airlines. To those not familiar with the airline industry, I don’t believe you can truly understand how difficult it is to make a profit with today’s airlines with paper thin margins. Thus, it doesn’t take a rocket scientist to know that in order to make money, the airlines are forced to take drastic measures to keep costs down. This past decade should have taught the airlines how to do exactly that, so in the future they should be able to maintain the same discipline. However, the cost-cutting mindset can have drawbacks as well since the concept also applies to salaries of the thousands of employees the airline has, especially pilots, flight attendants, and mechanics. Those groups are the least likely ones to endorse the cost-cutting idea since they have already been dealing with 30% or larger pay cuts.
If the next few years are friendly to the airlines, the companies need to focus on investments that spur innovation and efficiency in the company. To emphasize this, I like to use Southwest Airlines as an example. In my opinion, Southwest Airlines is a model for how an airline should work. They are young, innovative, energetic, and have one of the strongest corporate cultures I’ve seen. Not only do they normally provide the lowest fares on a particular route, but the crew is normally exceedingly friendly and even funny (See Singing Flight Attedant) because the company takes care of their employees. They also offer a consistent product and level of customer service that is hard to find among the legacy carriers like American, Continental, United, etc. Of course, with its low fares, Southwest can enter almost any market and compete very effectively. For example, Southwest’s dramatic entrance into the Denver market forced both United Airlines and Frontier Airlines, both of which have hubs at the mile-high city, to lower their fares. When oil prices were on the rise following the September 11 attacks, Southwest had already hedged very effectively, paying $35 per barrel when larger carriers were paying double that price. Lastly, Southwest’s operations are very efficient. For example, they are able to turn their planes around on the ground in as little as twenty minutes, allowing the planes to be in the air more. After all, a plane sitting at the gate doesn’t earn any money for the airline. One can argue that this is an advantage of utilizing the point-to-point route system instead of a hub-and-spoke system used by most carriers today. Also, they’ve kept true to their word about not adding any hidden fees, such as for baggage, making their fares all the more attractive. As a result, they actually gained a bit of market share. To end, one can say that Southwest Airlines is the Wal-Mart of the airline industry; it’s the one figure in the industry that makes the environment more competitive by lowering its costs and prices and thus they change the game for everyone else.
Some other challenges the airlines will face in the near future are the transitions to a new air traffic control system (NextGen) and to new ‘greener’ fuels. As I already mentioned before, our antiquated radar-based air traffic control system is becoming overwhelmed with the growing volume of aircraft seen every day. Since the system is radar-based, aircraft can only get so close to each other. Furthermore, the aircraft are stuck to jet airways that are like highways in the air. With a satellite based system that NextGen offers, aircraft will be able to fly within a closer proximity of each other and will be able to fly more direct routes instead of flying point-to-point along the jet airways. Additionally, the system would be more environmentally-friendly because aircraft would theoretically be able to perform constant descents at idle power to landing instead of the current ‘step’ descents where aircraft descend to an altitude, then wait, and descend to another lower altitude. Some of these features have already been implemented in the air with RNP technology, which is a very precise form of navigation using GPS and satellite navigation. The technology is also slowly being implemented at airports around the country (See Philadlphia Airport adds ADS-B technology). In a nutshell, NextGen is absolutely essential if airlines and the flying public want efficient and steady growth in traffic.

The use of greener aircraft fuels has already started, but mass distribution is yet to be seen. Numerous airlines have flown test flights using new fuels, ones that include mixtures of diesel fuel, oils, and even a type of algae. Other forms of these biofuels are still being tested as airlines seek a cheaper alternative to petroleum-based jet fuel.
I will admit that this report was a largely corporate standpoint of how the industry functions. Certainly, opinions differ when among the employees of the airlines who, for the large part, are dissatisfied with the gross changes the corporations have undertaken and feel cheated by their colleagues. However, that discussion falls under the category of the life of an airline pilot which I plan to write about in the near future.
In addition, although the airline industry may seem very deregulated from this article, it is in fact still heavily regulated in some aspects. Some experts say that it is the, “most regulated deregulated industry.” For example, some major airports around the world are still regulated with the intent to control congestion by using the slot system. Some of these airports include La Guardia in New York (LGA), Kennedy in New York (JFK), Chicago O’Hare (ORD), Reagan-National in Washington D.C. (DCA), and London-Heathrow in the United Kingdom (LHR). Also, many international routes are still regulated. For example, U.S. airlines must seek government approval for routes to countries like China and Japan. These route restrictions are often the result of competition laws, but politics also play a role without a doubt.
To summarize, the 1978 Airline Deregulation Act is one of the leading factors to why the airline industry is the way it is today. It exposed the airlines to market forces, forcing them to cut fares and costs in order to compete, which boosted passenger numbers. At the same time, the larger volume of passengers created the problems we see today like delays and crowded aircraft. Therefore, the passengers deserve some of the blame when it comes to today’s problems with the airlines. Furthermore, the industry has become one hell-bent on cost-cutting and does so through mergers, alliances, anti-trust immunities, etc. Again, the future of the airlines seems largely focused on cost-cutting, but in order to succeed they must also focus on innovation and efficiency that modern low-cost carriers exhibit. Furthermore, they must be able to adapt to a changing environment that involves a transition to a next-generation air traffic control system and renewable fuels.
Now I’m on the flight back from Dallas to Ann Arbor, and I’m sitting next to my friend who is listening to Lady Gaga for the fifth time in a row. In the words of the pop-singer, the relationship between anyone and the airline industry is like a “Bad Romance” (A+ to Brittany for coming up with that one).
Thanks for reading everyone! As always, if you have any questions, comments, feedback, or ideas for another topic, please doesn’t hesitate to email me at mike_stangy@msn.com. Also, be sure to visit my youtube page for new videos along with my flickr page for new photos (both links on the right side of this page). Feedback is always appreciated on those sites as well.
