When you think about it, it is rather strange how explicit low-cost airline are about what their ticket prices don’t include: a pre-allocated seat, a meal, free drinks, free checked luggage – such deficiencies help to explain and destigmatise the low prices. ‘Oh, I see,’ you can say, when you see a flight to Budapest advertised for £37, ‘the reason that low price is possible is because I won’t be paying for a lot of expensive fripperies that I probably don’t want anyway.’ It’s an explicit, well-defined trade-off, and one that we feel happy to accept.
Imagine if cheap airlines instead claimed: ‘We’re just a good as British Airways, but at a third of the price.’ Either nobody would believe them, or else such a claim would raise instant doubts. ‘Maybe the only reason they’re cheaper is because they don’t bother servicing the engines or training the pilots, or because the planes are scarcely airworthy.’
Excerpt from: Alchemy: The Surprising Power of Ideas That Don’t Make Sense by Rory Sutherland
