Click here to preview the new Fast Company

Want to try out the new

If you’d like to return to the previous design, click the yellow button on the lower left corner.

Germanwings Makes Flying Cheaper (And Fancy)

By creating bundled packages that include different levels of legroom, snack options, and number of bags, the Lufthansa-owned airline makes traveling convenient and fancy-sounding.

How do you pitch something old as new? Lufthansa-owned budget airline Germanwings has an idea: Rather than charge fees—such as those for baggage check—the same way its competitors do, it bundles them into three new "individualized packages," as CEO Thomas Winkelmann calls them. (Mid-range "smart-fare," for example, includes legroom and a snack.) Typical fees, suddenly fancy.

So what’s the science of the spin?

V Value to consumer
C What the competition does
F Fancy-sounding phrases
T Customers’ tolerance for higher costs
P Profit potential

Alamy (napkin)

Add New Comment