March 10, 2010 - Continental Airlines' decision to charge extra for exit row seats with more legroom reflects a shift in thinking by the carrier, which in the past showed reluctance to match competitors' moves to charge passengers for items they previously got for free.
For example, the airline waited a while before applying checked baggage fees and--unlike some peers--still provides free onboard food at meal times. More recently, and especially since Jeff Smisek officially became CEO at the beginning of the year, Continental has emphasized the need to generate incremental revenue.
"It definitely is a change in the way the product is being offered," according to a spokeswoman. "Lots will change about the way we are thinking because we have to look for ways to get more revenue while at the same time offer more choices. Customers can choose what is important to them."
While other airlines offer similar options to purchase for an added fee desirable coach seating, Continental is the only carrier among the five largest U.S. network operators to specifically sell exit row seats for a premium. But it has no plans to reconfigure aircraft to provide additional, dedicated rows with more legroom, as partner United Airlines does, according to the spokeswoman.
Effective March 17, customers at check-in (online or at airport kiosks) can purchase exit row seat assignments, which according to Continental provide seven to 12 extra inches of legroom. Previously free to all passegers at the time of booking based on availability (and still available in advance to the carrier's top frequent flyers at no charge), the selection of these "premium" seats will incur varying fees, depending on market, length of flight, day of week, time of day and other factors. The Continental spokeswoman said that media reports of an average fee of $59 were "incorrect."
When asked how flight attendants would handle possible confusion, for example, when Continental swaps planes prior to a departure, a spokeswoman explained that the airline "standardized all row numbers on all aircraft." Such "resequencing," she said, would ensure that exit rows are always the same numbers regardless of the specific aircraft used for a given flight, providing consistency for both cabin crews and customers
'No Longer A Free-For-All'
The additional exit row legroom amounts to seven inches on regional jets and 10 to 12 inches on most mainline jets. "Our OnePass Elite customers will continue to have access to these seats on a first come first served basis at check-in," according to a post to the FlyerTalk online forum attributed to Continental managing director or customer experience Scott O'Leary. "Additionally, if you're a Platinum or Gold Elite, you'll be able to pre-assign exit row seats as you do today at no charge. The same shall apply for United Airlines Elite members once our reciprocal upgrade benefits take effect later this year (the exact date for which is still TBD). The complimentary access will not, however, extend to any of our other partners' Elite members. In short, this means that our best Economy Class seats will no longer be a free-for-all at check-in time."
The Continental spokeswoman also said that customers during the check-in process are "asked if they are able to perform exit row procedures before purchasing the exit row seat assignment." Once onboard, should a passenger be removed from an exit row because they cannot perform the required duties, they would be "reseated and refunded." If exit row seats are the only ones available when a customer checks in, that customer would not be charged the added fee.
The reaction on FlyerTalk was mixed, with more positive comments from frequent flyers than negative ones. A few members wrote that they expected more empty middle seats in exit rows, an obvious benefit to the elite-level loyalty program members who pick exit row seats. "Some non-elites/partner elites who used to snag these seats at check-in will now be unwilling to do so," one wrote.
Several others speculated that Continental is testing price points and assessing demand for something similar to partner United' Economy Plus product, which includes seats with five extra inches of legroom in dedicated rows at the front of coach cabins on all aircraft. Many favored such a move. "In my opinion [Economy Plus] is fantastic and the reason I left Continental for United years ago," according to one post. "Even when your upgrade falls through you can still work. If they bring [Economy Plus] to Continental I will be back."
When asked about such chatter, the Continental spokeswoman replied, "No, we are not reconfiguring aircraft."
For now, according to one FlyerTalk post, Continental's move "turned out to be a tweaking of the status quo, albeit a positive tweaking." Added another, "depending on the pricing, I would be all over this. [JetBlue] does this fairly successfully but their fees [up to $40 per leg] are at the very top of the range I'm willing to pay."
Not all posts were positive. "You're going to have to increase the supply and allow pre-selection before I'll willingly think about Continental for flights much over an hour," according to one. Another asked, "Is charging for meals up next for Jeff [Smisek]?"
Variations On The Theme
Several other domestic and foreign carriers also charge more for sought-after coach seats, including British Airways, which in October began offering seat assignments at the point of sale, with fees varying depending on type of seat selected, fare purchased and the passenger's loyalty program status.
United, US Airways, JetBlue, AirTran and others market variations in the United States. United's Economy Plus seating, according to the carrier's Web site, can incur an added charge between $9 (for Chicago-Madison flights, for example) to $109 (Los Angeles-Tokyo). Passengers can select the option at any time between booking and check-in. An annual membership fee in the Economy Plus program is $425. Elite-level frequent flyers are not charged for the extra legroom, but only those with the highest status can secure an exit row seat in advance.
At US Airways, passengers during online check-in only can pay "as little as $5" to reserve certain aisle or window seats in economy class for certain flights, but not exit rows.
JetBlue Airways charges extra for the four additional inches of legroom in a few rows near the front of its Airbus A320 cabins and in exit rows. The seats cannot yet be selected when booking through global distribution system channels or corporate booking tools, but the airline expects to provide such functionality later this year.
AirTran Airways more than a year ago began offering advance seat assignments starting at $5, including exit row seats for $20. Some full-fare passengers are exempt from paying the fee. Virgin America's Main Cabin Select has seats in bulkhead and exit rows with six more inches of legroom than other coach seats.
Delta Air Lines in 2008 initially aligned its policies with Northwest, which it acquired that year, to allow passengers to pay an extra fee of between $5 and $25 to reserve bulkhead, exit row or forward-cabin seats. After about a month, it reversed that decision.
Southwest Airlines has no seat assignments or seats with extra legroom, but
passengers can pay an extra $10 for priority boarding.
