Monarch Airlines is poised to return to inclusive pricing by the end of the year in a bid to restore customer trust in airline fares.
Managing director Tim Jeans said the public is “cynical” about low fares advertised on the web, knowing the final price will be much higher once fees and charges are included.
Within months, Monarch will put airport taxes, Air Passenger Duty and fuel surcharges back into the advertised fares on the first page of its website. Customers will still have to pay extra for bags in the hold and other ancillaries such as seat selection.
“People just don’t trust £5 fares any more,” Jeans told Travel Weekly. “They are now sufficiently well-travelled to know you can’t pay that to travel 1,000 miles on a £40 million aircraft.
“Life just isn’t like that. But at £60 from Birmingham to Palma for example, that’s still phenomenal value.
“This is about putting an end to the uncertainty customers feel from seeing one fare on a screen they are then never able to buy.”
Monarch has been “unbundling” its fares for the past five years in line with other airlines.
The move to fully-inclusive pricing puts it alongside British Airways and easyJet.
Those still unbundling to promote low lead-in prices include Ryanair, Flybe, Jet2 and Bmibaby.
“Airlines have lost the moral high-ground on pricing,”said Jeans.
“It’s about time we returned to the days of the fare the customer sees is the price they pay.”
Scott Davies, commercial director of Amadeus said: “It’s all about transparency. We want to make sure every provider has the ability to show clearly what they are offering.”