It's also now a marketing play because add-ons have become a way for airlines to get people to enroll in loyalty programs and credit cards. It also turns out most customers prefer fees since they feel like they get more value and have more choice.

In 2026, the "unbundling" of airfares has reached its peak as airlines shift toward a low-cost-carrier business model to manage rising operational expenses. The primary drivers are skyrocketing jet fuel costs and significant labor increases for pilots and crew. By charging for "extras" like carry-on bags, seat selection, and even snacks, airlines can advertise a lower "base fare" to stay competitive in search engines while recovering their margins through ancillary revenue. Additionally, advanced AI-driven pricing algorithms now allow airlines to "micro-target" fees based on demand. This strategy also serves an environmental purpose; by charging for checked luggage, airlines encourage lighter packing, which reduces aircraft weight and, consequently, carbon emissions. For the airline, these fees are often the only thing keeping them profitable in an era of thin margins and high competition.