That's what the airlines want to do. They want us to pay them for a pillow. Click here to see what I'm talking about.
They still don't get it. They still don't understand that we're willing to pay more for air travel if they're willing to provide more than simply air travel. Traveling doesn't have to be normal. Click here for proof.
You can sell complex scientific instruments or you can sell simple bags of potato chips. In the end, every product or service must provide some type of value to the consumer. Without value, you have a commodity.
Charging extra for a service people already perceive as a commodity doesn't win the game. It just prolongs the demise. Eventually, somebody's going to get it. Somebody is going to figure out that the plane ride doesn't have to be about the travel between point A and point B. It's about the experience between point A and point B.
It took us a while, but we figured it out too. People need their house cleaned. But, people don't choose us simply because we clean homes. They choose us because we provide value. We meet the consumer's needs. Paying our employees based on customer satisfaction proves that we're serious about customer service. Of course, we don't need to say it. Pay for performance speaks for itself.