US President Biden raised this topic and he will find many supporters for sure. Airlines became very creative to charge extra for product features that have originally been part of the base product. And yes, paying extra for airport check-in or overhead bin space will surprise many travelers.

But we must not forget that airlines do so in order to lower the base price to an often surprisingly low level. Online portals with price based comparisons push airlines to stay on top of the list.

The balance between lowest price and value for money will drive the buying decision. Passengers will build loyalty to those who surprise them with an unexpected extra. And they will walk away from those who overplay the ancillary creativity.