With ultra-cheap airfare becoming a rapidly extinct means of travel, airline company's should take a page from Southwest Airlines. With many commercial carriers innovating new strategies on how to water down service and boost flight revenues in the way of  new baggage fees (American, United), and  travel insurance for flights they overbooked or cancelled (American Airlines), they might consider a more consumer friendly approach.

For example, at American Airlines, their brand identity should read more like "fly the ''unfriendly skies." Aside from American Airline's Baggage Fee Policy: $15 surcharge (each way) with $25 surcharge second bag (each way), the airline is touting  new travel insurance product--based on the possibility that they (meaning American Airlines) cancels a passenger's flight. What an ironic yet peculiar way to stimulate profitability: book a flight, cancel it and profit. It seems only apropos that American Airlines charge passengers for lost or stolen luggage. 

As for Southwest's on-target commercials to its ever improving and evolving customer service, United and American Airlines could  learn a thing or two from this consumer friendly carrier. They might consider nurturing a little consumer loyalty, the same way that Southwest has won over its airline patrons with:

■ Friendly consumer service

■ Roomier seats

■ No fee fuel surcharges

■ Affordable prices

■ No charges for snacks

■ A wealth of hotel, car travel packages

■ No baggage fees

■ No curbside check-in fees

■ A positive rebooking policy

■ Zero on phone reservation fees

In case you have not seen Southwest's new commercial, it talks about how its competitors  "nickel and dime" the American passenger. While we all understand the importance of profitability, and the inflating cost of fuel, there's no reason to burden customers with extraneous fees or merely punish them for flying with an airline company. Keep up the great service Southwest!!