Airlines Need to Boost Revenue. They’re Coming for Your Bags.

Airlines facing tough financial comparisons after a bumper year have a plan to boost revenue that fliers will hate. They’re raising the price of checking your bag.

Delta Air Lines , the latest company to announce a price hike, announced last week it was increasing the cost of a passenger’s first checked bag to $35 from $30 and a second bag to $45 from $40. The company last increased checked baggage fees in 2018. American Airlines and United Airlines made similar changes, raising baggage fees by about $5, and JetBlue Airways and Alaska Airlines have also raised prices.

Airline companies are dealing with a double whammy. Higher labor costs and an uptick in maintenance costs are eating into revenue. Meanwhile, domestic demand has softened , hitting pricing power for airlines.

Fees are a significant and growing source of revenue for airlines. U.S. airlines generated $6.8 billion from bag fees in 2022, according to the Bureau of Transportation Statistics , up from $5.3 billion in 2021. American Airlines generated $1.4 billion from baggage fees that year, which accounts for less than 3% of its 2022 revenue. United made $1.1 billion, or 2.6% of its 2022 revenue; Delta pocketed $980 million, or 2.1% of its 2022 revenue.

It’s likely those figures grew in 2023, a record-breaking year for travel with six of the 10 busiest days in U.S. aviation history, according to the Transportation Security Administration. With airlines hiking prices on the first checked bag by an average of 17%, that number could rise again this year.

That should help offset the decline in airfare. Ticket prices were 6% lower in January compared with the year-ago period, according to January’s consumer price index data. Online travel agency Hopper expects domestic fares to remain below 2023 and prepandemic levels for at least the first half of the year.

Hopper’s lead economist Hayley Berg said more planes in the air have helped bring prices down. “Price relief on domestic airfare comes as domestic seat capacity has maintained at least a 5% lift over 2019 levels throughout 2023,” she said.

Ultimately, baggage fees account for between 2% and 3% of revenue for the largest U.S. airlines. But the market will be judging United, American, and Delta against a strong 2023, so every little helps. All three stocks have risen between 7% and 10% in 2024. And there are other more important factors, such as costs, demand, and capacity constraints, that will have a larger impact on earnings.

Of course, earnings aren’t the first thing on the minds of travelers who are now getting hit with higher fees.

Feeling depressed when the stock market is down? You have plenty of company. According to a recent study, when stock prices fall, the number of antidepressant prescriptions rises.

The researchers examined the connection by first creating local stock indexes, combining companies with headquarters in the same state. Academic research has shown that investors tend to own more local stocks in their portfolios, either because of employee-stock-ownership plans or because they have more familiarity with those companies.

The researchers then looked at about 300 metropolitan statistical areas, which are regions encompassing a city with 50,000 people and the surrounding towns, tracking changes in local stock prices and the number of antidepressant prescriptions in each area over a two-year period. They found that when local stock prices dropped about 12.8% over a two-week period, antidepressant prescriptions increased 0.42% on average. A similar relationship was seen in smaller stock-price drops as well. When local stock prices fell by about 6.4%, antidepressant prescriptions increased about 0.21%.

Older and sadder

“Our findings suggest that as the stock market declines, more people experience stress and anxiety, leading to an increase in prescriptions for antidepressants,” says Chang Liu , an assistant professor at Ball State University’s Miller College of Business in Muncie, Ind., and one of the paper’s co-authors. The analysis controlled for other factors that could influence antidepressant usage, like unemployment rates or the season.

In a comparison of age groups, those aged 46 to 55 were the most likely to get antidepressant prescriptions when local stocks dropped.

“People in this age group may be more sensitive to changes in their portfolio compared with a younger cohort, who are further from retirement, and older cohorts who may own less stocks and more bonds since they are nearing retirement,” says Maoyong Fan , a professor at Ball State University and co-author of the study.

Other correlations

When the authors looked at demand for psychotherapy during periods of declining stock prices their findings were similar. When local stock prices dropped by about 12.8% over a two-week period, the number of psychotherapy visits billed to insurance providers increased by about 0.32%. They also found a correlation between local stock returns and certain illnesses associated with depression, such as insomnia, peptic ulcer, abdominal pain, substance abuse and myocardial infarction. But when the authors looked at other insurance claims, like antibiotics prescriptions, they found no relationship with changes in local stock prices.

By contrast, for periods when stocks rise, the authors didn’t see a drop in psychological interventions. They found no statistical relationship between rising local stock prices and the number of antidepressant prescriptions, for example, which the authors believe makes sense.

“Once a patient is prescribed an antidepressant, it’s unlikely that a psychiatrist would stop antidepressant prescriptions immediately,” says Liu.

One practical implication of the study, Liu adds, is that investors should be aware of their emotional state when the market dips before they make investment decisions.

Airlines Need to Boost Revenue. They’re Coming for Your Bags.

A new study finds that is particularly true for people nearing retirement.

Older and sadder

Other correlations