Continental to charge $15 for 1st checked bag

But in the nearly three months since American's fee took effect and other carriers began matching it, it hasn't seemed to sway customers.

"We thought we would see more of a market shift by not having the fee," Continental spokeswoman Julie King said Friday. "So we feel it's the right competitive move" to charge for a first checked bag.

King said the fee would help offset fuel costs that remain high despite the recent decline in oil prices.

Rick Seaney, CEO of airfare research site FareCompare.com, said customers are bothered by fees but "have a high threshold for air-travel pain."

Seaney said travelers are responding to the first-bag fees by carrying more stuff on board--which is still free--and packing lighter, "mainly because their choice of airlines and flight times is getting more limited every day."

Continental declined to say what percentage of its customers would likely be charged the fee. American, which also waives the fee for many loyal customers, estimated it covered about one-fourth of its summer travelers.

Continental also didn't give an estimate of how much it hopes to raise from the charge. The company has lost $83 million in the first half of the year after two straight profitable years, and it's cutting 3,000 jobs and reducing U.S. flights this fall.

Shares of Continental rose 11 cents to $18.06.