August 18, 2010 8:04 PM EDT
In a bid to generate extra money, American Airlines said, Wednesday, it has started charging fees to passengers who want to seat in the first few rows of coach, including the bulkhead seats.
American Airlines has called the new option 'Express Seats,' saying passengers, who opt for the option, will now have to pay $19 for a short flight up to $39 for a cross country one.
Express Seats can be booked via the airport self-service check-in machines from 24 hours to 50 minutes before departure for flights in the United States, including Puerto Rico and the US Virgin Islands, the airlines said.
If Express Seats are available, they will appear on the seat map passengers see when they opt to change seats. Express Seats passengers will also be given preference to board before normal coach seat passengers.
According to American Airlines' Chief Commercial Officer Virasb Vahidi, the 'Express Seats' option "highlights American's focus on offering customers what they value most."
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However, Jami Counter, senior director of TripAdvisor feels that it is just another way to "introduce a new fee" for those who want to avail of the better of coach class seats. American Airlines already charge extra for checked baggage according to their weight
Market analysts feel the same. American Airlines, analysts said, is just the latest of the long line of air carriers that have begun charging passengers for more legroom, aisle seats, exit seats, window seats, pillows and blankets, refreshments, headphones, checked baggage, carry-on luggage, changing tickets, booking online, booking at the counter and booking over the phone.
While UAL Corp.'s United Airlines and Continental Airlines already charge for best seats in coach class, low-cost carriers like RyanAir charge for checked baggage and Spirit Airlines charge extra for carry-on luggage.
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