The era of universal checked bag fees began in May 2008, when American Airlines became the first major U.S. legacy carrier to announce a $15 fee for the first checked bag. This was a direct response to the global financial crisis and skyrocketing jet fuel prices, which had reached record highs of over $140 per barrel. Following American's lead, most other major airlines—including United, Delta, and US Airways—implemented similar fees within months to create a new "ancillary revenue" stream. Prior to 2008, checking one or two bags was almost always included in the price of a domestic economy ticket. This shift essentially "unbundled" the flight ticket from the luggage service, a model that had been pioneered by ultra-low-cost carriers like Ryanair in Europe and Spirit in the U.S. In 2026, these fees have nearly tripled, with $35 to $45 being the standard for a first bag, leaving Southwest Airlines as the only major U.S. carrier that still offers two free checked bags as a core part of its brand promise.