In the spring of 2023, Air France-KLM implemented a contentious action by imposing business class seat assignment fees for flights across various markets. Recently, these charges have been broadened to encompass award tickets in every market and most routes to North America. Here’s the latest on the situation:
Air France & KLM have broadened their Advance Seat Reservation (ASR) program, which was initiated in April 2023. This program now covers all long-haul flights worldwide when redeeming miles, as well as all Business Light and Business Standard long-haul fares, except those starting in the United States. Flying Blue Silver, Gold, and Platinum members, Business Flex travelers, and corporate clients (excluding bluebiz) do not have to pay these fees. Business class travelers can still choose their preferred seats at no cost during the check-in period. The fees for seat assignments fluctuate greatly, with some prices going over $200. The front row business class suites on certain aircraft are pricier than the standard seat assignment fees.
The exclusion for revenue tickets starting in the United States is likely a result of the partnership with Delta. It is expected that these charges may soon be implemented there as well, particularly as Delta rolls out its basic business class offering.
During the reservation process for long-haul journeys, “Free standard seat selection at check-in” is noted with Business Standard fares. For instance, an award ticket from San Francisco to Paris for those without elite status costs $171.99 for seat assignment, a reduction from the regular price of $228.60. Flying Blue miles can be used for seat assignment fees, albeit at a low rate, generally providing around half a cent of value per mile.
Reactions to these charges are mixed. Some may value having more seat options closer to the departure time, while others resent the extra expense. Air France and KLM are mimicking British Airways’ approach, which has implemented fees for business class seat assignments for several years. Even with their investment in the premium experience, charging for seat assignments feels “unpremium.”
The justification behind this strategy includes rivalry with other airlines, the potential for extra income, and the assumption that customers won’t shy away from Air France-KLM due to these fees if the airline provides the most appealing flight options.
While demand for premium leisure travel remains high, business travel has not bounced back to its previous levels. Leisure travelers are inclined to pay for business class but resist the high prices that corporate clients once accepted. Airlines are adopting tactics to entice passengers to spend more when flying business class.
In conclusion, Air France and KLM have extended seat assignment fees in business class for long-haul markets. Fees apply to award tickets globally and Business Standard fares in all regions, excluding those departing from the United States. The charges vary and can surpass $200 per flight. Flying Blue elite members and Business Flex travelers are exempt. This policy faces disapproval from many but is increasingly common in the industry, especially in Europe.