I've banged on a bit about Jetstar (fledgling discount Aussie Airline)). Last week, I blogged about how they don't give a shit about listening to the feedback of their customers. Maybe that's because theire customers are angry that Jetstar "lie" (well, tell little fibs, anyway) to them.
Take their latest offering, which is splashed across their homepage "30 000 Seat Sale, from $19." Sure, sounds like the same old deal that has been wheeled out before, except that this one has more fine print. When you include taxes, fees, surcharges and whatever else, your $19 deal balloons out to $49 (+257%)...And $49 deals have always existed at Jetstar, so this is a Clayton's-sale that hides behind the fine-print.
In addition to being more than just a bit misleading, this move is significant because it moves away from the standard policy by airlines to quote airfares all inclusive. Of course Branson's Virgin Blue have decided to dance along with Jetstar and do the same.
I understand the "marketing-think" behind touting the low-ball price, particularly when you are trying to increase demand on price sensitive leisure routes. After all, they are trying to convince Mum & Dad to take the plane rather than pack the kids into the back of the Commodore and drive.
But I still think that moving away from all-inclusive pricing is misleading as well as being to the overall detriment of Joe Blow who is trying to compare apples with apples when budgeting for his family holiday to the Gold Coast.
(Johnnie Moore has a post about Romania's own discount air service here)
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